Pet food brand Sheba has assembled some of the internet’s most famous felines, pitting them against each other in a series of head-to-head challenges.
Developed by creative agency AMVBBDO, ‘The Gravy Race’ will showcase just how much cats enjoy Sheba’s new ‘gravy indulgence’ entrées, as we see eight famous felines competing to lick up a line of the brand’s cat-friendly gravy in the fastest time.
With a combined reach of over 55 million, Insta-famous cats such as Waffles the cat, My boy Belarus and Coby the cat will compete in a series of direct-eliminations matches until one winner prevails.
“For cats, licking is a sign of bonding, and now the Sheba brand has delivered the ultimate lick of gravy goodness that shows our feline friends just how much they’re adored,” said Mars Pet Nutrition North America CMO, Jean-Paul Jansen.
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“Not only can cat parents feel confident feeding their cat a 100% complete and balanced meal but Sheba Gravy Indulgence Entrées are what cats love and deserve, helping to create more moments of affection.”
US sports commentator Ian Eagle has been recruited to provide dramatic commentary, with the final match set to be streamed live from Times Square in New York City.
AMVBBDO creative partner Andre Sallowicz added: “The Gravy Race has all the right ingredients to be one of the most famous competitions in the world: internet-famous cats, a top sports commentator, and a track made of Sheba Gravy Indulgence Entrées.
“And with a reach of over 55 million cat lovers tuning in, it has the potential to be one of the most-watched sports events in the US. The Gravy Race is sure to catapult the brand into the spotlight, adding a splash of fun and excitement to the product launch.”
