BBDO NY Introduces Perfect Portions for Sheba

By Erik Oster 

BBDO New York launched a new spot for Mars cat food brand Sheba entitled “Snap, Peel, Slurp, Purr.”

The spot introduces the brand’s new Perfect Portions product, which attempts to take the mess out of cat food by providing perfect portions within one container. Two containers comes strapped together, so cat owners can snap off one for each meal and not have to worry about dishing out food for their feline friend or store leftovers in the fridge. The 20-second “Snap, Peel, Slurp, Purr” illustrates the idea simply, with each word followed by a simple illustration. It opens and closes with the line “A Fresh Meal Every Peel,” driving home the idea that using the product makes meal time simple. The integrated campaign also includes supporting digital efforts, consumer sampling programs, in-store displays and PR support.


Agency: BBDO New York                                                                                                                                                                                                                             Client: Mars/SHEBA®                                                                                                                                                                                                                                                     Title: “Snap, Peel, Slurp, Purr”

Creative                                                                                                                                                                                                                                                                  Chief Creative Officer, Worldwide: David Lubars                                                                                                                                                                                                        Chief Creative Officer, New York: Greg Hahn                                                                                                                                                                                                               EVP, Executive Creative Director: Joyce Pedretti                                                                                                                                                                                                        EVP, Executive Creative Director: Lauren Cohen                                                                                                                                                                                                      Senior Art Director: Adam Ward                                                                                                                                                                                                                                    Copy Writer: Joe Nelms

Production                                                                                                                                                                                                                                                 Executive Digital Producers: Eric Berg & Kristin Tomborello                                                                                                                                                                              Digital Producer: Olivia Boutcher

Account                                                                                                                                                                                                                                                                  EVP, Senior Account Director: Mark Mulhern                                                                                                                                                                                                             SVP, Account Director: Sally Nathans                                                                                                                                                                                                                      Account Manager: Lauren Stillo                                                                                                                                                                                                                               Account Executive: Rachel Greenlee

Planning/Strategy                                                                                                                                                                                                                                             SVP, Group Planning Director: Crystal Rix                                                                                                                                                                                                              Senior Engagement Planner: Sean Stogner

Additional companies:

Production & Editorial Company: Decon                                                                                                                                                                                           Executive Producer: Misha Louy
Executive Producer: Ian Blain
Director/Editor: Eriq Wities

Music Composition/Final Mix: Ramon Wesselink

Line Producer: Kent Feuerring
Supervising Post Producer: Cynthia Angel
Post Producer: M. Shane Dolly