Weber Shandwick Helps SHEBA Commit Random Acts of Kindness for Cats

Even dog people can't hate this campaign.

Last week, President Ted Birkhahn of Peppercomm told us that his firm — and many others like it — will be competing more directly against traditional marketing/ad agencies in 2015.

Is if to prove that point, today we received a new digital campaign created by Weber Shandwick, which started the new year with a project that looked and sounded a lot like a traditional ad campaign for client Fisher-Price.

Did you know that today is Random Acts of Kindness Day?

SHEBA and its parent company Mars are working with Weber, in addition to ad/marketing agencies BBDO and DigitasLBi, to promote the campaign.

From brand manager Arren Beach:

“At the SHEBA Brand, we understand and appreciate the needs of real cats. We show that every day through the delicious food we make. And this year, we decided that in honor of Random Acts of Kindness day, we would make some real cats really happy by donating 2 million cans of our food to shelters.

We also thought we could inspire cat lovers to jump in with their own Random Act of Kindness by sharing our video and helping SHEBA generate even more donations – and more purring! We’re encouraging participation amongst consumers through public relations and social media-driven marketing efforts with digital paid support.”

How much money will these clicks help send to sheltered cats? We don’t know, but we can’t quite snark on it…even though we’re 150 percent dog people.

Our rescue puppy understands.