Sheba empowers cat owners to select high quality pet food with new campaign

Sheba, a canned cat food brand manufactured by Mars Wrigley, has launched a new marketing campaign that aims to inspire cat owners to provide the highest quality meals for their feline companions.

Done in collaboration with media agency EssenceMediacom, PR agency Muse Group and social agency Grandmother, the campaign has partnered with local actor Joey Leung (pictured) to deliver the message.

A spokesperson from Sheba told MARKETING-INTERACTIVE that while Leung possesses a France Escoffier qualification and is recognised as an animal advocate among the public, his connection to pets and professionalism in cooking aligns with the brand values and commitment. 

"Through our partnership with Leung, we are excited to bring a fresh perspective to the cat food market. It brings together the perfect blend of passion for pets and culinary excellence,” said the spokesperson.

The campaign has encompassed both online and offline channels to drive awareness and engagement. In terms of social media, Sheba has partnered with Leung to share tips on building a bond with cats by using its products. 

To further incentivise participation, Sheba has launched a game on Instagram where fans who leave a specific comment under its post will have a chance to win a Sheba Michelin Meal Kit (喵芝蓮星の選Set). According to the spokesperson, the game has recorded over 1,000 participants, marking a fivefold increase compared to last year's activation. 

Simultaneously, Sheba has leveraged Leung's presence in both online and offline in-store environments to enhance brand recall and stimulate sales conversion. Through these comprehensive strategies, the campaign aims to maximise its reach, deepen customer engagement, and drive tangible results.

In terms of marketing strategies, the spokesperson said rather than solely focusing on product features and price promotions, the campaign has engaged a celebrity advocate who is a passionate cat owner, emphasising the importance of choosing quality food for their beloved feline companions. 

“This approach aims to differentiate itself from competitors and resonate with cat owners seeking extraordinary food for their beloved cats,” the spokesperson added.

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