The Sheba brand, part of Mars' family of pet food brands, has launched "Ignored to Adored," a consumer campaign designed to help cat owners build stronger connections with their pets in 12 days, backed by a money-back guarantee.
The campaign draws on survey data showing more than half of cat parents have questioned whether their cat actually likes them, and that nearly two-thirds say they've felt ignored by their pet.
To front the effort, Sheba partnered with actress Haley Lu Richardson, who says she relates to the struggle firsthand. Despite writing her cat, Darbin, an original poem, wearing a necklace with his name and getting a tattoo in his likeness, she reports little reciprocation.
"Darbin is totally indifferent to my attempts at winning him over," said Richardson. "I know fellow cat parents can relate to my experience — that's why I'm joining Sheba on their Ignored to Adored campaign, so others know they're not alone and there's hope for us. Winning a cat over isn't about big gestures. It's about the little things, like the food in their bowl and always having the right snacks on deck."
Fernando Silva, vice president of marketing for the Sheba brand in the U.S., said the campaign is intended as the start of a broader movement.
"Haley's relationship with Darbin is a real-life example of how relatable it is to feel ignored by your cat and the lengths cat parents will go to win them over," Silva said. "Ignored to Adored is more than this insight — it's a celebration of the unique relationships between cats and their pet parents, and the kick-off of a movement designed to strengthen those relationships with Sheba by your side."
Campaign content will appear across social media, in-store and other channels. To learn more, visit Sheba.com.
