Sheba Mars Petcare

The Gravy Race

Agency: AMV BBDO


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,, 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.

This professional campaign titled 'The Gravy Race' was published in United States in March, 2024. It was created for the brands: Mars Petcare and Sheba, by ad agency: AMV BBDO. This Integrated medium campaign is related to the Pets industry and contains 5 media assets. It was submitted 18 days ago.


Client: Mars Petcare
Brand: SHEBA
Campaign title: The Gravy Race
Client name: Fernando Silva, Liz Franks, Brintha Renganathan, Kate Warburton and Sami Jones
Creative Agency: AMV BBDO
CCO: Nicholas Hulley and Nadja Lossgott
Creative Director: Andre Sallowicz
Creative Team: Andre Sallowicz, Ant Eagle and Tim Riley
Social Creative Director: Ant Eagle
Creative Design Director: Mario Kerkstra
Social Media Manager: Carmelo Orofino
Agency Planning Team: Suzanne Barker, Kerrie Boyes and Brian Williamson
Agency Account Team: Laura Balfour, Richard Mitchell, Matt Henry and Nicholas Biggs
Agency Producer: Alexander Warren
Production Company: Red Studios & SpinCycle
Director/Consultant: Nils Jacobi (FurryFritz)
DOP: Simon Fanthorpe
Production Company (teaser ad): Zombie
Post-production Company: Red Studios
Motion Graphics: Tina Touli
Sound studio: Canja Audio
Sound Design: Ben Leeves @ Jungle Studios
Audio post-production: ClearCut Sound
Media Agency: EssenceMediacom
PR Agency: Weber Shandwick
PR Team: Caitlin Immel, Sarah Gore, Madison Miller, Madisyn Siebert and Jack Probst

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