- The Sheba brand introduced the Ignored to Adored campaign aimed at helping cat owners strengthen relationships with their pets.
- Actress Haley Lu Richardson partnered with the brand to share her experience trying to win over her own cat.
- The campaign centers on a 12‑day program designed to help cat parents build stronger bonds with their cats.
- The initiative will appear across social media, retail, and digital platforms.
- The campaign highlights research suggesting many cat owners feel ignored by their pets.
The Sheba brand, part of Mars Petcare, has launched a new campaign designed to help cat parents strengthen their relationships with their pets through small, everyday interactions centered around feeding and care routines.
Called “Ignored to Adored,” the campaign encourages cat owners to follow a 12‑day journey intended to help improve the bond between cats and their owners. The program is supported by a promotional guarantee offering refunds if participants do not see improvements in their relationship with their cat.
Highlighting the challenge of earning feline affection
To promote the campaign, the brand partnered with actress Haley Lu Richardson, who appears in campaign content alongside her cat, Darbin. Richardson shares personal stories about her attempts to gain her cat’s attention, reflecting a common experience among cat owners.
According to the company, nearly two‑thirds of cat owners say they have felt ignored by their pets at some point, highlighting a widely shared challenge among cat parents.
Richardson said she has tried numerous ways to win over her cat, including writing a poem and making other affectionate gestures, but noted that these efforts do not always produce the desired response.
Campaign rollout and consumer engagement
The Ignored to Adored initiative will roll out across social media, retail locations, and digital platforms. Through these channels, the brand plans to share content reflecting everyday moments between cats and their owners while encouraging pet parents to try the program themselves.
Consumers interested in participating can learn more about the initiative and its terms through the Sheba website.
The campaign highlights the role that daily routines, including feeding and treats, can play in building stronger bonds between cats and their owners.
Information sourced from the company’s press release.
