Sheba Launches Global Campaign to Improve Feline Bonding
The Ignored to Adored program addresses feline indifference by encouraging owners to use premium food to boost interaction.
Updated on Oct. 21, 2026 in Cats
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Mars has launched the Ignored to Adored marketing campaign for its Sheba cat food brand, featuring celebrities and pet owners working to strengthen bonds with their pets. The program includes a money-back guarantee and is rolling out internationally across markets including the US, UK, and Australia.
Why it matters
The campaign targets a common sentiment among cat owners, as research shows over 50% of pet parents in the US, UK, and France have questioned their cat's level of affection. By linking feeding habits to owner-pet interaction, the brand aims to foster closer domestic bonds while increasing product purchase frequency.
Consumer research indicates that over 50% of cat owners in the US, UK, and France have questioned the level of affection their pets show them. The Ignored to Adored program is rolling out globally, including in Spain, Poland, India, Thailand, and Germany, and features a money-back guarantee.
The players
Mars
The global manufacturer of pet food brands including Sheba, which frequently employs marketing campaigns to influence consumer purchasing habits.
Sheba
A cat food brand owned by Mars known for its premium product lines and recent efforts to address owner concerns regarding feline behavior.
AMV BBDO
The creative agency responsible for developing the Ignored to Adored program strategy.
Weber Shandwick
A public relations firm that partnered with Mars to manage the social and earned media content for the campaign.
The details
The program encourages pet owners to use premium Sheba food as a tool to facilitate more frequent and positive feeding interactions. Developed by AMV BBDO with media strategy from Weber Shandwick, the initiative utilizes both social and earned media to document celebrities and regular owners as they attempt to improve their relationships with their cats.
Timeline
October 21, 2026: The initiative's publication date.
The Home Front
This campaign reflects the broader humanization of pet ownership trend, where brands are increasingly marketing products as essential components of emotional domestic well-being. It marks a shift from purely nutritional messaging to a focus on the reciprocal behavioral bond between pets and owners.
If you are concerned about your cat's behavior, focus on your daily feeding routine and consider consulting a veterinarian to rule out underlying health issues. Keep your purchase receipts if you plan to utilize the brand's money-back guarantee during your trial of the new feeding strategy.
The takeaway
When your pet appears indifferent, evaluate whether small adjustments to your daily routine might improve the dynamic. Consider tracking your cat's response to new feeding schedules over a set period to determine if changes in interaction actually occur.
Further reading
Learn more about nurturing your pet's well-being in our Cats section.
Live Poll
Would you switch your pet's food brand to attempt to change their behavior toward you?
