From the very beginning, kittens hold a special place in their pet parents’ hearts. With the launch of its new Kitten Collection, Sheba not only meets the unique nutritional needs of young cats but also strengthens the emotional bond between humans and their feline companions.

To support this launch, Serviceplan developed an integrated approach that combines emotional storytelling, product education, and tangible experiences, all designed to increase purchase frequency and reinforce Sheba’s positioning as the premium brand that truly understands cats.

What Serviceplan did

Emotional positioning & storytelling
We built the campaign around the core insight that kittens are not just pets, they’re family. Every feeding moment is an opportunity to nurture the relationship. The communication emphasised how Sheba helps owners care for their kittens with love and confidence.

Understanding kitten-specific needs
Serviceplan crafted messaging that reflects a deep understanding of what kittens require in their early months, both nutritionally and emotionally. The Kitten Collection supports healthy development with tailored textures and essential nutrients.

Highlighting rational benefits through product variety
The campaign also showcased the diversity of recipes and formats available in the Kitten Collection, helping pet owners make informed choices and encouraging them to purchase regularly as part of their daily care routine.

Tangible brand activation
To generate buzz and drive credibility, Serviceplan created elegant PR boxes and informative leaflets sent to influencers, journalists, and pet lovers. These materials explained the product benefits while reinforcing the emotional value of choosing Sheba from the start.

The results

With the Kitten Collection, Sheba deepens its emotional connection with its audience and positions itself as a brand that grows with you — and with your cat. Thanks to Serviceplan’s holistic approach, the campaign supported both brand love and purchase behavior, turning everyday feeding into meaningful moments.

At Sheba, every kitten is the beginning of a lifelong love story.