The Gravy Race

It’s a product demo like no other. It’s the great Sheba Gravy Race. Eight of the Internet’s most famous cats go paw to paw, licking their way to glory. With a combined audience of over 55 million, it’s potentially the second biggest sporting event in the US.

Ian Eagle, the sportscaster of the year in 2022 commentated on each race, as we all found out which cat is the hungriest for victory, and hungriest for SHEBA GRAVY INDULGENCE™ Entrées – with 70% extra gravy. It’s all Razzle Dazzle!

This brand experience, entertaining campaign launched with a 30-second teaser film on digital and social, introducing the competitors, followed by the competition heats, semi- and finals across Instagram and TikTok from the SHEBA brand and the cat contestants. The big final was live-streamed from Times Square, in NYC.

On Instagram Stories, ads brought the audience into action by encouraging them to vote for who they thought would have the quickest lick. The audience was also able to click through to buy the product while watching the race. The campaign is being promoted across digital OOH, social and influencer channels, and supported through PR.