Sheba Feeds Cat Lovers' Passions

Franklin, Tenn. — Considering the extraordinarily high number of cat videos being posted on social media these days, it’s fitting that Mars Petcare reintroduced its premium cat food brand Sheba to the United States with a campaign centering on the passion cat lovers have for their pets.Actress Eva Longoria of “Desperate Housewives” fame is the face of the “Feed Your Passion” campaign, which encourages cat lovers to express their passion by feeding them premium cat food and also by living out their other passions that make each day “delectable,” according to a news release. The campaign features Longoria in TV, print and digital advertising, in-store and consumer promotions, public relations and social media. Longoria “encapsulates the luxury” of the Sheba brand, says Melissa Martellotti, senior brand communications manager –corporate affairs.The campaign “fired on all cylinders” by early March, including a launch event with Longoria on March 7 in New York, Martellotti says. The campaign debuted with a TV commercial, as well, revealing Longoria’s passion for dancing. After dancing in the presence of a watchful cat, Longoria quenches her thirst by drinking milk straight out of the jug in a moment of cat-like self-indulgence. The cat, of course, dines on a Sheba entree.Longoria showcased the commercial at the event and introduced an online “Feed Your Passion” photo contest that ran March 7 through May 31, and awarded three $5,000 prizes. Consumers entered on a brand microsite that featured exclusive videos of Longoria discussing her favorite passions.The out-of-store elements of the campaign “are used to generate awareness, excitement and trial of the Sheba brand,” Martellotti says. Consistency cements awareness, so “to keep the launch event look and feel consistent with the Sheba brand essence, we used similar colors and tones as well as parallel jewel-toned colors to bring the event to life. On-site elements including signage, table settings, balloons and even Eva’s dress worked to bring the Sheba brand to life and highlight our product attributes.“The in-store displays and supporting materials use the same colors, cat imagery and core communication to help connect the dots to the larger campaign.”To fine-tune the messaging, “We looked at what the Sheba proposition meant to the shoppers of our key retailers and what matters most to them when making purchasing decisions,” Martellotti says. “Shopper-facing communication was then adjusted accordingly based on that research. We looked at not only where we were reaching shoppers and what tactics were most effective in cutting through the clutter, but also at what message would resonate with them the most and customized it” for specific retailers, including PetSmart.Campaign success is measured “by positive engagement with the brand through social media, website visits and product trial,” Martellotti says. “We will also look at how effective the campaign was in driving trial of Sheba through retail.”Creative partners include BBDO, New York (TV, print, digital); Weber Shandwick, Chicago (public relations, social media, content creation, consumer engagement); Catapult, Westport, Conn., (in-store elements, consumer promotions); and Starcom/Digitas, New York (media buy).Mars Petcare had discontinued Sheba products in the United States in January 2011, then brought them back in July 2012 with limited distribution. This campaign coincided with the national distribution, Martellotti says. The campaign also marked the start of the Mars Petcare’s fish sustainability initiative, with five varieties of Sheba entrees adhering to Monterey Bay Aquarium Seafood Watch recommendations.

Sheba Feeds Cat Lovers' Passions

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