Sheba: Hope grows

Sheba, a cat food brand, launched the world's largest coral reef restoration programme in the UK to publicly commit to restoring more than 185k square meters by 2029, and ensure that cats (and people) could have fish forever.

Summary

True sustainability can't be a "one and done" campaign. To make a real, sustained difference requires commitment to changing sourcing, to pivot communications messaging and to do so on a multiyear basis.

The SHEBA brand prior to 2019 was centred on taste – delicious premium food that cats love. But above all cats love fish, fish need coral and coral was going extinct at a devastating rate. Scientists estimated that 90% of the world's tropical reefs will be gone by 2043 and with them, the 25% of all marine species who rely on reefs for survival.

But coral restoration...

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