Pet food brand Sheba has launched a new integrated campaign to show the lengths that cat parents will go to for their kitten, led by three humorous new spots.
Developed by creative agency AMV BBDO, the films are rooted in the insight that one in four cat owners are allergic to cats and yet still can’t resist showing unwavering love.
Centred around the series of short, 15-second films, the campaign will feature print, PR supports and social influencer executions.
“We know the power that cats hold over their people. The Sheba brand puts cats at the heart of everything we do,” Mars Petcare vice-president of marketing, Jean-Paul Jansen said.
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“With the expansion into this new kitten product line, we’re continuing to create premium offerings to build a lifelong bond between cats and their owners from the start.”
The ads will also be supported by bespoke out-of-home assets located near large pharmacies throughout New York City – offering allergic cat owners discounts on Sheba products.
AMV BBDO creative partners, Polina Zabrodskaya and Andre Sallowicz added: “This insight confirms that people will do anything for their kitten – including enduring sneezing, itching, and swelling – all in the name of love; we wanted to capture this portrait of cat ownership and celebrate the willingness to give in.”
