Sheba launches Ignored to Adored
The cat food brand unveils a cat relationship-building programme for owners, featuring Hollywood stars, celebrities and everyday heroes.
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The Sheba brand, part of the Mars family of brands, has launched a relationship-building programme created by AMV BBDO, Ignored to Adored, featuring Hollywood stars, celebrities and everyday heroes.
From Olympic medallists to firefighters, they are all united by one humbling truth: you can be one of the most loved, admired or celebrated people in the world, but your cat might still not care. Cat lovers everywhere know the feeling. In fact, one of the most common questions cat owners ask Google is: “Does my cat love me?” However much we idolise our feline companions, we don’t always get that love back.
The campaign features Hollywood actress Haley Lu Richardson, known for The White Lotus, Ponies and films including Five Feet Apart, and her cat Darbin, to British singer-songwriter Cat Burns, who may have won over millions of fans on BBC One’s The Celebrity Traitors but still isn’t convinced she’s won over her cat, Ollie. In India, Bollywood actress Sharvari joins the campaign too, adored by fans and celebrated on screen, but facing exactly the same challenge when it comes to impressing her cat.
Credits
View on- Agency AMV BBDO/London
- Production Company Omnicom Production/Europe
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Credits
View on- Agency AMV BBDO/London
- Production Company Omnicom Production/Europe
- Creative Director Andre Sallowicz
- Senior Creative Hetu Negri
- Senior Creative Juan Ignacio Peirano
- Creative Fiona White
- Creative Thomas Farrall
- Producer Alexander Warren
- Editor Kit Jennings
- Video Editor Sam Bottenberg
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Credits
powered by- Agency AMV BBDO/London
- Production Company Omnicom Production/Europe
- Creative Director Andre Sallowicz
- Senior Creative Hetu Negri
- Senior Creative Juan Ignacio Peirano
- Creative Fiona White
- Creative Thomas Farrall
- Producer Alexander Warren
- Editor Kit Jennings
- Video Editor Sam Bottenberg
Olympic gold medallist Ilia Malinin has the same problem. His viral backflip on ice skates captured attention around the world but earned him no extra affection at home. He even gifted his gold medal to his rescue cat, Mysti, and was still met with total indifference.
And it’s not just celebrities. Runner Aaron Beggs went viral after sacrificing his own personal best to help an exhausted competitor at the Boston Marathon, an act of heroism that, as far as his cat is concerned, apparently counts for very little. He’s joined by many more everyday heroes whose extraordinary achievements have impressed everyone except the one audience that matters most: their cats.
The campaign promises to help cat parents win even their most aloof cats’ adoration with premium Sheba cat food in just days, backed by a money-back guarantee. It’s designed to encourage more regular feeding of Sheba brand products helping turn occasional buyers into loyal ones, while giving cat parents a reason to keep the love going.
Andre Sallowicz, ECD, at AMV BBDO, said: “We identified the real challenge as frequency. Cats love Sheba, but their owners don’t buy it often enough. So instead of telling cat owners how good the product is, we gave them a reason to buy it more often. Because when you give cats what they want every day, you don’t just change their food, you change how they feel about you.”
