Sheba Launches Global Campaign to Win Over Cats
The Ignored to Adored program uses premium pet food to boost affection between owners and their feline companions.
Updated on Oct. 21, 2026 in Cats
Live Poll
Would you switch your pet's food brand to attempt to change their behavior toward you?
Mars has introduced a global marketing campaign called Ignored to Adored for its Sheba cat food brand. The initiative features celebrities and everyday people working to improve relationships with their pets.
Why it matters
The program addresses a common concern among owners regarding feline indifference. It also seeks to drive consumer interest and increase the purchase frequency of Sheba products.
Over 50% of surveyed cat owners in the US, UK, and France have questioned their pet's level of affection. The campaign features a money-back guarantee to encourage the purchase of premium Sheba food.
The players
Mars
Mars is a multinational manufacturer of confectionery, pet food, and other food products.
Haley Lu Richardson
Haley Lu Richardson is an American actress known for her roles in film and television.
Ilia Malinin
Ilia Malinin is a competitive figure skater recognized for his high-difficulty technical performances.
The details
Created by AMV BBDO, the campaign features social and earned media content developed with Weber Shandwick. Participants include celebrities like Haley Lu Richardson, Cat Burns, Sharvari, and Ilia Malinin.
Timeline
October 21, 2026: The initiative was highlighted in recent industry reports.
Culture Shift
The Ignored to Adored program aligns with the humanization of pet care trends, where owners seek deeper emotional validation from their animals. This shift marks a transition from utilitarian pet supply marketing toward lifestyle-focused branding that mimics human relationship dynamics.
Pet owners can participate in the campaign to test if premium feeding schedules improve their cat's behavioral responses. The inclusion of a money-back guarantee provides a low-risk way for shoppers to trial the premium product line.
The takeaway
Owners struggling with distant feline behavior may find that adjusted feeding routines strengthen their daily connection. If your pet remains aloof, the brand provides a money-back guarantee for those trying the premium food.
Further reading
Learn more about modern trends in pet ownership by visiting the Cats section.
Live Poll
Would you switch your pet's food brand to attempt to change their behavior toward you?
