Sport plus internet’s most famous cats – what’s not to love? AMV BBDO and Sheba have brought two hugely popular things together to create The Gravy Race, a single-elimination tournament.
The gravy Race challenges eight famous felines to race against by licking a line of gravy because that will show how much cats love new Sheba Gravy Indulgence Entrées – and it will be fun to watch.
With a combined reach of over 55 million, it is potentially the second most watched sporting event in the US
The cats, @waffles_the_cat, @my_boy_belarus, @cobythecat, @paquito_thecat_official, @venustwofacecat, @totally_tater, @umi.the.cat and @thatlittlepuff will race each other lick-by-lick to see who loves gravy enough to emerge victorious. The fastest gravy licker will move onto the next round until only one cat remains, becoming The Gravy Race Champion.
AMV BBDO and Sheba are also teaming up with American sports announcer and cat lover, Ian Eagle, to bring excitement to this fierce feline competition as he calls every lick and lap from the sidelines. The big final will be live streamed from Times Square in New York City.
“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,” stated Jean-Paul Jansen, chief marketing officer of Mars Pet Nutrition North America. “Not only can cat parents feel confident feeding their 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.”
AMV BBDO creative partner, Andre Sallowicz, added, “The Gravy Race has all the right ingredients to be one of the most famous competitions in the world: internet-famous cats, a top sports commentator, and a track made of Sheba Gravy Indulgence Entrées. And with a reach of over 55 million cat lovers tuning in, it has the potential to be one of the most-watched sports events in the US. The Gravy Race is sure to catapult the brand into the spotlight, adding a splash of fun and excitement to the product launch.”
The campaign launches with a 30-second teaser film on digital and social, introducing the competitors, followed by the competition heats, semi- and finals across Instagram and TikTok from the Sheba brand and the cat contestants. On Instagram Stories, ads will bring the audience into the action by encouraging them to vote for who they think will have the quickest lick. The audience will also be able to click through to buy the product while watching the race. The campaign will be promoted across digital OOH, social and influencer channels, and supported through PR.
Now through next week, US cat parents can also get in on the action by entering The Gravy Race sweepstakes where one lucky winner will receive a US$3,000 gift card, a one year supply of Sheba cat food and treats, including Sheba Gravy Indulgence Entrées and Sheba branded swag. To enter The Gravy Race Sweepstakes***:
Credits:
Client: Mars Petcare (Sheba)
Client Team: Fernando Silva, Liz Franks, Brintha Renganathan, Kate Warburton and Sami Jones
Creative Agency: AMV BBDO
CCOs: Nicholas Hulley & Nadja Lossgott
Creative Director: Andre Sallowicz
Creative Team: Andre Sallowicz, Ant Eagle & Tim Riley
Social Creative Director: Ant Eagle
Creative Design Director: Mario Kerkstra
Social Media Manager: Carmelo Orofino
Agency Planning Team: Suzanne Barker, Kerrie Boyes & Brian Williamson
Agency Account Team: Laura Balfour, Richard Mitchell, Matt Henry & Nicholas Biggs
Agency Producer: Alexander Warren
Production Company: Red Studios & SpinCycle
Director & Consultant: Nils Jacobi (FurryFritz)
DOP: Simon Fanthorpe
Production Company (teaser ad): Zombie Studio
Post-production Company: Red Studios
Grade & VFX: Creative Outpost
Motion Graphics: Tina Touli
Sound Studio: Canja Audio
Sound Design: Ben Leeves @ Jungle Studios
Media Agency: EssenceMediacom
PR Agency: Weber Shandwick
PR Team: Caitlin Immel, Sarah Gore, Madison Miller, Madisyn Siebert & Jack Probst
