The SHEBA® Brand Is Giving Cats What They Want

To show just how much cats want new SHEBA^® GRAVY INDULGENCE™ Entrées, the SHEBA brand is putting some of the internet's most famous cats head-to-head in The Gravy Race.

FRANKLIN, Tenn., - As cat parents know, cats are well versed in licking many things, especially when it comes to rich, delicious gravy. As a cat food brand that puts cats at the heart of everything it does, the SHEBA^® brand has expanded their premium cat food offerings with new SHEBA^® GRAVY INDULGENCE^™ Entrées(open in new tab). The new product comes in an easy-to-peel twin pack that appeals to cats' selective tastes with extra¹ gravy – specifically 70% gravy and 30% delicate cuts of beef, chicken, or fish – in four delectable flavors.

"For cats, licking is a sign of bonding, and now the SHEBA brand has delivered the ultimate lick of gravy goodness that shows our feline friends just how much they're adored," said Jean-Paul Jansen, Chief Marketing Officer of Mars Pet Nutrition North America. "Not only can cat parents feel confident feeding their adult cat a 100% complete and balanced meal but SHEBA^® GRAVY INDULGENCE™ Entrées are what cats love and deserve, helping to create more moments of affection."

The Gravy Race
At a time of year when brackets are top of mind for sports fans nationwide, the SHEBA brand is hosting the ultimate matchup cat lovers can get behind: The Gravy Race – a single-elimination tournament. The brand is enlisting some of the internet's most famous cats to go head-to-head to show just how much cats love new SHEBA® GRAVY INDULGENCE™ Entrées; included are @waffles_the_cat, @my_boy_belarus, @cobythecat, @paquito_thecat_official, @venustwofacecat, @totally_tater, @umi.the.cat and @thatlittlepuff. Together with a combined reach of more than 55 million2, these cat contestants capture more attention than some of the most important sports tournaments broadcasted nationwide.

To help generate excitement for this fierce feline competition, the SHEBA brand has partnered with American sportscaster and cat lover, Ian Eagle, to call every lick and lap from the sidelines as the famous cats' race lick-by-lick to see whose love for gravy emerges as victorious.

"I've seen a lot of bracket-based competitions – especially this time of year – and this is like nothing I've seen before." Eagle explained. "The Gravy Race is a fun, lighthearted competition that both sports and cat lovers alike can root for, and this will be the second time in March I'm stepping in to call a must-watch tournament."

Now through April 2, cat parents across the country can get in the action by entering The Gravy Race Sweepstakes where one lucky winner will receive a $3,000 gift card, a one (1) year supply of SHEBA cat food and treats, including SHEBA^® GRAVY INDULGENCE™ Entrées and SHEBA branded swag³. To enter The Gravy Race Sweepstakes:

• On TikTok: Reply to The Gravy Race trailer post(open in new tab) with a video of your cat participating in their own gravy race or a video of your racer cat and include @SHEBABrand, #SHEBAGravyRace and #Sweepstakes in your reply.
• On Instagram: Comment on The Gravy Race trailer post(open in new tab) who of the eight famous felines will win The Gravy Race, including @SHEBABrandUS, #SHEBAGravyRace and #Sweepstakes in your comment, and don't forget to follow us.

For tips and tricks on how to film your gravy race at home, full sweepstakes details, official rules and eligibility restrictions, visit SHEBA.com/gravy-race(open in new tab). There is no purchase necessary to enter or win. Eligibility restrictions apply.

The Gravy Race, developed with creative agency AMV BBDO, celebrates the launch of the SHEBA brand's latest product innovation, SHEBA^® GRAVY INDULGENCE™ Entrées. The integrated marketing campaign launches with a 30-second teaser film(open in new tab), followed by the competition heats, semi and finals shared across Instagram and TikTok from the SHEBA brand and the cat contestants. The Gravy Race will be promoted across social and influencer channels, digital and social ads, and PR. The competition finals will appear on OOH screens and livestreamed from Times Square in New York City.

New SHEBA^® GRAVY INDULGENCE™ Entrées(open in new tab) are now available online or in-store at major retailers and pet stores nationwide. For more information on the brand's full portfolio of products, visit Sheba.com(open in new tab), or follow along The Gravy Race on Instagram(open in new tab) and TikTok(open in new tab).