• by Tanya Gazdik , April 13, 2015

Mars Petcare’s Sheba brand cat food is introducing a cat food in a unique package that doles out two portions in individual, snap-apart servings.

Sheba Perfect Portions is the first in the cat food category to provide cat owners with the convenience of two meals in one package, according to the manufacturer.

Multiple serving packages require containers to refrigerate leftovers and then reheating. The new containers eliminate the need for both.

The product is supported by a new integrated marketing campaign from BBDO New York, highlighting the innovation, convenience and appeal of the new product. The campaign includes digital advertising, consumer sampling programs and in-store displays, as well as digital media, radio, and public relations support.

The brand also released a new short-form video. Large-scale marketing efforts include print advertising in national lifestyle magazines.

The refrigeration of cat food is not ideal for cats or their owners, said Arren Beach, Sheba brand manager, Mars Petcare.

“We wanted to develop a product that meets the needs of both cats and their owners,” she tells Marketing Daily. “We know cat owners like to feed their cats wet food recipes, but also understand that standard cans sometimes provide more than one serving. So, we wanted to create a unique product that ensures a fresh, right-sized meal for cats every time, and provides convenience to cat owners to avoid storing messy leftovers.”