• by Tanya Gazdik , April 30, 2023

Sheba cat food is launching an effort rooted in the insight that many cat owners are allergic to their pets.

According to a recent survey, nearly 80% of Gen Z pet parents have an improved sense of well-being and fulfillment when owning a kitten. When a kitten turns on its allure, there is no turning back -- so much so that one in four cat owners are allergic to cats and still can't resist, according to the same survey.

Created by AMV BBDO, creative shows that cat parents will do anything for their kittens, including enduring allergy struggles such as swollen eyes, red itchy skin and sore noses. 

The campaign includes three 15-second films and print ads. Films will run across digital and social media.

Ads will appear across 100 out-of-home screens near large pharmacies in New York City, speaking to kitten owners as they may be buying products to help manage their allergies, and offering them a discount off of Sheba products.

Social media influencers will also be part of the effort. 

The campaign celebrates the brands’ expansion into the kitten life stage, with new Sheba Perfect Portions canned kitten food. 

The Sheba kitten product line is available in two flavors and can be found nationwide in-store and online at retailers like Amazon, Chewy, Walmart and PetSmart.

"We know the power that cats hold over their people," said Jean-Paul Jansen, vice president marketing, Mars Petcare, in a release. "The Sheba brand puts cats at the heart of everything we do. With the expansion into this new kitten product line, we're continuing to create premium offerings to build a lifelong bond between cats and their owners from the start.”

This research was conducted by KRC Research from Jan. 26 to Feb. 1 via an online survey of a representative sample of 1,001 U.S. adult cat owners ages 18 or older.