“Star Michelin Choice” campaign elevated pet nutrition into a luxurious culinary experience, catering to HK’s growing trend of treating pets as beloved family members. Embracing the brand belief “Make Every Moment Beautiful”, targeted devoted cat parents by introducing the concept of “fine dining for cats,” featuring SHEBA Ambassador Joey Leung—a qualified chef with a passion for animals. Joey developed the SHEBA Michelin Meal Kit, transforming feline mealtime into a gourmet experience while sharing tips and personal stories on social media to enhance engagement.
The campaign included an interactive game offering meal kit prizes, retail activations, and online promotions via HKTVmall, supported by striking point-of-sale displays. To sustain momentum, SHEBA hosted the “Meow Fun Day”, a premium event that attracted over 100 participants, generating $1 million USD in PR value. The campaign drove significant sales growth, strengthened brand preference, and reinforced SHEBA’s commitment to enriching the lives of cats.”