Cats are rejecting their owners’ gifts in their unrelenting pursuit for Sheba treats in ‘All They Want is Sheba’, a humorous new campaign by the pet food brand.
Developed by creative agency AMV BBDO, the creative will be centred around a pair of 20-second spots that show how despite their owners’ best efforts to showers with luxurious gifts, all cats really want are Sheba pouches.
The campaign forms part of the Mars Petcare-owned brand’s ongoing ‘Resistance is Futile’ brand platform that spotlights the gourmet positioning of Sheba’s treats.
“The new Sheba range is crafted to deliver the best experience of taste for cats. We know pet parents are looking to emotionally connect with their cats, and they are prepared to give them anything they want to enjoy a magnetic moment of connection,” Sheba European brand manager Fernanda Berti Crepaldi said.
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“When parents realise that what their cat really wants is Sheba, they’ll be powerless to resist. We’re thrilled to unveil this new campaign that not only entertains and engages cat parents, but also instils the confidence and assurance needed to choose Sheba for their beloved feline companions”.
Running initially across the UK, Germany, France and Poland, the creative will be rolled out globally later in the year and will be supported by static posters, billboards and digital out-of-home.
AMV BBDO creatives Ben Smith and Dan Kennard added: “While cat parents may shower their pets with toys, treats, and gifts in a bid to win their affection, our campaign humorously reveals that all they truly want is Sheba.
“We celebrate the hilarity in the lengths we go to ‘give in’ because, ultimately, nothing feels better than knowing we’ve given our cats what they want”.
