• by Tanya Gazdik , July 19, 2023

Mars Petcare’s Sheba cat food brand is launching a campaign in support of the brand’s partnership with  Kuleana Coral Reefs.

"We know that cats love fish, and while we all want to provide our beloved picky eaters with high-quality and nutritious food, care should be taken to minimize impact on the planet," said Jean-Paul Jansen, vice president of marketing for Mars Petcare North America in a release.

The program features a partnership with Hawaii-native actress and singer Auli’i Cravalho, along with a documentary-style film featuring imagery and people from the O’ahu community, digital banner ads, social media content on the brand’s channels and PR. 

Cravalho is encouraging consumers to join her, the Sheba brand and Kuleana Coral Reefs to practice Laulima, a Hawaiian term for many hands working together. The message is that  everyone can help work toward a future with healthier reefs and more fish, even in simple ways. She is sharing her tips alongside the Sheba brand on her Instagram.

This week is Coral Reef Awareness Week, and scientists predict 90% of coral reefs will be gone in the next 20 years, leading to the destruction of marine ecosystems and extinction of fish, according to the brand.

With the Sheba brand's support, Kuleana Coral Reefs has already accelerated its work to the broader Hawaiian archipelago – increasing from 10 to 30 sites across O'ahu and Maui.