You’ll do Anything for a Kitten

Rooted in the insight that one in four cat owners are allergic to cats and still can’t resist, we’ve launched a new integrated campaign for the SHEBA brand showing the lengths cat parents will go to for their kitten. Informed by recent research led by the brand, the creative work spotlights what we all know: that cat parents will do anything for their kittens, specifically enduring allergy struggles such as swollen eyes and red itchy skin and sore noses, to show their unwavering love. 

The campaign includes three 15-second films and print ads, showcasing kittens turning on their charms for SHEBA and the enduring love of their parents, PR support and social influencer engagement. 

The films run across digital and social media, and the ads appeared across 100 OOH screens near large pharmacies in New York City, speaking to kitten owners when they were potentially buying products to help manage their allergies, and offering them a discount off of SHEBA products. 

The campaign celebrates the brands’ expansion into the kitten life stage, with new SHEBA® PERFECT PORTIONS™ Wet Kitten Food. The SHEBA Kitten product line is available no in the U.S. in two flavours – Savory Chicken and Delicate Salmon.