The Gravy Race

In the spirit of sports season in the US, the SHEBA® brand is hosting an exciting and unique event called "The Gravy Race," featuring some of the internet's most beloved cats in a thrilling competition to see who loves gravy the most. The event, developed in collaboration with AMV BBDO, aims to showcase the new SHEBA® GRAVY INDULGENCE™ Entrées while providing entertainment for cat lovers everywhere.

Eight famous felines, including @waffles_the_cat, @my_boy_belarus, @cobythecat, @paquito_thecat_official, @venustwofacecat, @totally_tater, @umi.the.cat, and @thatlittlepuff, will compete head-to-head by licking lines of gravy. The fastest gravy licker will progress to the next round, leading to the ultimate showdown to determine The Gravy Race Champion.

American sports announcer Ian Eagle will provide commentary for the event, adding excitement and humor to the competition. The final race will be live-streamed from Times Square in New York City, ensuring maximum visibility for this unique event.

The SHEBA® brand's new GRAVY INDULGENCE™ Entrées offer cats a premium dining experience with 70% gravy and 30% delicate cuts of beef, chicken, or fish in four delicious flavors. The brand aims to strengthen the bond between pet parents and their cats by providing them with a meal they'll love.

The campaign includes teaser films on digital and social media platforms, competition heats, semi-finals, and finals on Instagram and TikTok, encouraging audience engagement through voting. Additionally, cat parents can participate in The Gravy Race Sweepstakes for a chance to win exciting prizes, including a $3,000 gift card and a one-year supply of SHEBA cat food and treats.

Through this innovative campaign, the SHEBA® brand aims to engage cat lovers, showcase its new product line, and bring joy to both pets and their owners.