Why Sheba Is Regrowing Its Own Coral Reef

The pet food brand has committed to growing 185,000 square meters of coral reef internationally by 2029

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

To help prevent the extinction of coral reef, cat food brand Sheba has committed marketing investment through its latest initiative to restore thousands of square meters by 2029.

The global purpose-led “Hope Grows” campaign features satellite images of Hope Reef, featuring the letters H-O-P-E spelled out using regrown coral to showcase the potential for positive change below the surface of the ocean. It is found off the coast of Sulawesi in Indonesia’s Spermonde Archipelago.

The Sheba brand team, Mars Sustainable Solutions and AMV BBDO are collaborating on the initiative to see Sheba restore more than 185,000 square meters of coral reef internationally by 2029 in a drive against the progressive extinction.

Alex Grieve, chief creative officer at AMV BBDO, explained in a statement: “This project is not just an example of how the power of creativity can solve new problems in new ways but also heroes the power of partnership between agency and client....



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in