SHEBA / USA / 2024Social · Experiential
The Gravy Race.
To launch a gravy-heavy cat food in the US, SHEBA staged a March Madness-style knockout in which eight internet-famous cats raced to lick a line of gravy, with the final streamed live from Times Square.
- Brand
- SHEBA
- Agency
- AMV BBDO
- Market
- USA
- Region
- Global
- Year
- 2024
The challenge
SHEBA had a small share of the US cat food market and of online conversation, and it was launching GRAVY INDULGENCE, a 70% gravy product, against bigger-spending rivals such as Fancy Feast.
The idea
Instead of claiming cats love gravy, SHEBA showed it. Eight cat influencers went head to head in a single-elimination bracket on Instagram and TikTok, with audience voting and a sweepstakes. Sportscaster Ian Eagle called the action, and the final was broadcast live from Times Square on 2 April.
Results
- According to the case study, the tournament drew 16.5M organic views.
- The case study says value sales came in more than 50% above forecast by the end of year one.
- By the case study's figures, SHEBA tripled its online share of voice.
Case study source: Creativebrief Source ↗
Awards
- Cannes Lions 2025Creative Effectiveness – C01 LAUNCHBronze
- Clio Awards 2025Clio Awards / Social Media / Multi-PlatformBronze
- Clio Awards 2025Clio Awards / Use of Influencers / OtherSilver
- Cannes Lions 2024Entertainment – C02 INFLUENCER & CO-CREATIONBronze
- Cresta Awards 2024Print & OOH – Innovation in print or OOHBronze
- Cresta Awards 2024Social & Influencer – Innovative use of Social MediaGold
- Cresta Awards 2024Ambient & Experiential – AmbientSilver
- Cresta Awards 2024Social & Influencer – Influencer CampaignsSilver
- Cannes Lions 2024Social & Influencer – C03 INNOVATIVE USE OF CREATORS, INFLUENCERS OR CELEBRITIESBronze
- Cannes Lions 2024Brand Experience & Activation – E05 USE OF HUMOURBronze
Credits
- Creative agency
- AMV BBDO
- Production and post-production
- Red Studios
- Production
- SpinCycle
- Production (teaser ad)
- Zombie
- Sound studio
- Canja Audio
- Audio post-production
- ClearCut Sound
- Media agency
- EssenceMediacom
- PR
- Weber Shandwick
- CCO, AMV BBDO
- Nicholas Hulley
- CCO, AMV BBDO
- Nadja Lossgott
- Creative Director, AMV BBDO
- Andre Sallowicz
- Social Creative Director, AMV BBDO
- Ant Eagle
- Creative, AMV BBDO
- Tim Riley
- Creative Design Director, AMV BBDO
- Mario Kerkstra
- Social Media Manager, AMV BBDO
- Carmelo Orofino
- Planning, AMV BBDO
- Suzanne Barker
- Planning, AMV BBDO
- Kerrie Boyes
- Planning, AMV BBDO
- Brian Williamson
- Account team, AMV BBDO
- Laura Balfour
- Account team, AMV BBDO
- Richard Mitchell
- Account team, AMV BBDO
- Matt Henry
- Account team, AMV BBDO
- Nicholas Biggs
- Agency Producer, AMV BBDO
- Alexander Warren
- Director/Consultant, FurryFritz
- Nils Jacobi
- DOP
- Simon Fanthorpe
- Motion Graphics
- Tina Touli
- Sound Design, Jungle Studios
- Ben Leeves
