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Mars Petcare’s Sheba is offering some adorable counter-programming to March Madness by enlisting eight felines with huge TikTok and Instagram followings in a bracket-style tournament where they’ll race to lick up the brand’s new Gravy Indulgence cat food.
Devised by agency AMV BBDO, The Gravy Race is a single-elimination competition featuring cats with a combined follower count of 55 million. CBS NCAA Tournament sportscaster Ian Eagle hypes up the event as “the greatest feline competition in the world” in a 30-second trailer introducing the contestants.
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