To promote Sheba Gravy Indulgence, featuring 70% gravy, we launched the Sheba Gravy Race. A first-of-its-kind tournament that saw eight of internet’s most famous cats competing in a lick-off. Drawing an audience of millions it ranked as the second biggest U.S. sporting event to date in 2024.
A product demo like no other
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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.
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.
NYC Final
Our final was launched live in New York Times Square and was watched over 7m times organically.
Venus VS Puff
The final showdown was unlike any other, with our two most renowned felines racing neck and neck for ultimate gravy glory. Puff, however, was not pleased with the outcome!
Cats at home could join-in the fun with in-store activations for their local feline heroes and a chance to race and win with a bespoke duet template.
