In the fast-paced world of pet food marketing, innovation is key to capturing the attention of discerning pet parents and their furry companions. That’s exactly what the SHEBA® brand, in collaboration with AMV BBDO, aimed to achieve with its latest campaign: “The Gravy Race.”
Imagine a world where cats are not just household pets but also athletes, competing in a high-stakes race to determine who loves gravy the most. That’s the premise behind “The Gravy Race,” an exciting event hosted by SHEBA® that promises entertainment, excitement, and plenty of gravy-induced fun.
The concept is simple yet ingenious: eight famous felines, each with their own legion of fans on social media, will go head-to-head in a series of gravy-licking competitions. From @waffles_the_cat to @thatlittlepuff, these beloved internet cats will battle it out to see who can lap up lines of gravy the fastest.
But “The Gravy Race” is more than just a quirky competition. It’s also an opportunity for SHEBA® to showcase its latest innovation: GRAVY INDULGENCE™ Entrées. These premium cat meals are designed to delight feline taste buds with a delectable blend of 70% gravy and 30% tender cuts of beef, chicken, or fish, available in four irresistible flavors.
To add to the excitement, renowned American sports announcer Ian Eagle will provide live commentary for the event, bringing his trademark wit and humor to the proceedings. And for the grand finale, the ultimate showdown will be broadcast live from Times Square in New York City, ensuring maximum visibility and engagement.
But “The Gravy Race” isn’t just about entertainment—it’s also a chance for cat parents to get involved and win some fantastic prizes. Through teaser films, competition heats, and semi-finals on Instagram and TikTok, audiences are encouraged to vote for their favorite contestants and participate in The Gravy Race Sweepstakes for a chance to win exciting rewards, including a $3,000 gift card and a year’s supply of SHEBA cat food and treats.
Overall, “The Gravy Race” campaign represents a perfect blend of creativity, innovation, and audience engagement. By tapping into the growing trend of pet-centric content and combining it with the allure of competition and delicious food, SHEBA® has created a campaign that not only entertains but also strengthens the bond between pets and their owners.
So whether you’re a cat lover, a foodie, or just someone looking for a good time, be sure to tune in to “The Gravy Race” and witness the excitement unfold. Who knows? You might just find yourself cheering for your favorite furry contestant as they race to gravy glory!
