Gold
Use of Social Media & Influencers
Foods
| Entrant: | AMVBBDO, London |
| Brand: | Sheba |
| Title: | "Gravy Race" |
| Corporate Name of Client: | Mars Petcare |
| Client Company: | Mars Petcare |
| Media Company: | EssenceMediacom |
| PR Company: | Weber Shandwick |
| Agency: | AMVBBDO, London |
| Chief Creative Officers: | Nicholas Hulley/Nadja Lossgott |
| Senior Creative Director: | Andre Sallowicz |
| Creatives: | Andre Sallowicz/Ant Eagle/Tim Riley |
| Agency Producer: | Alexander Warren |
| Animation Company: | Zombie, Sao Paulo |
| Sound Design Companies: | Canja Audio, Sao Paulo/Zombie, Sao Paulo |
| Music Production Company: | Canja Audio, Sao Paulo |
Description:
‘The Gravy Race’, a sporting event called by Ian Eagle - 2022 Sportscaster of the Year, brought together eight cats with the biggest following across Instagram and TikTok to see who could lick the product the fastest.
16.5 million people watched the event organically - beating March Madness average viewership by almost 6m. We tripled our online share of voice, and sold 18% more product than planned.
We launched The Gravy Race, a world-first sporting event where our cats went head to head in a knock-out style tournament to see who could lick up a line of gravy the fastest.
It was a product demonstration of epic proportions, piggy-backing on America’s March Madness, America’s most watched basketball tournament alongside eight of the internet’s biggest cat-fluencers and their combined following of just shy of 48m - as they went head to head to see who could finish their line of Sheba Gravy Indulgence first.
By exploding out a feline truth, that cats are avid lickers who love nothing more than licking gravy, we were able to turn a simple product demonstration campaign into an epic competition headlined by Ian Eagle, 2022 Sportscaster of the year, which got cat parents to engage with a new product launch like never before, en masse.