Mars Petcare is working towards its global ambition of restoring 185,000m2 of coral reef by 2029 with the UK launch of its SHEBA ® Hope Reef programme.

  • Sheba® Hope Reef is the next chapter in one of the world’s largest coral reef restoration programmes and is a vital step to signal and demonstrate that regenerating and restoring ocean ecosystems is possible – showing that ‘Hope Grows’
  • To kick off the UK campaign, in-store activity via POS displays and online support aims to raise awareness of Sheba® Hope Reef among shoppers
  • Sheba is inviting consumers to get involved and play a vital role in restoring coral reefs by watching the brand’s YouTube video – The Film That Grows Coral – with 100% of the funds raised invested into coral reef restoration

Through one of its most well-known brands, Sheba, Mars Petcare is marking the launch of its latest purpose-driven campaign with a £1.25m investment in in-store and online support across all channels to raise maximum awareness among new and existing shoppers to the brand. Over the past 13 years, Mars Petcare has worked with community ambassadors on coral reef restoration and as a result, more than 285,000 coral fragments have been planted and 19,000 reef stars have been installed to date, all using locally sourced materials. Sheba built the reef to visibly spell out the word HOPE from the seabed, using restored coral as a symbol to show the world how positive change can happen within our lifetime. The creation of the Sheba Hope Reef programme brings an important issue to the forefront among pet lovers and beyond, serving as a hub for training others as well, including reef builders, ambassadors and staff at national parks, NGOs, and governments, so that the project can grow elsewhere.

Kim Smet, Interim General Manager at Mars Petcare, comments, “Sustainability is at the heart of our efforts at Mars Petcare to create ‘A Better World for Pets’ and that’s why we’re committed to sustainably source 100% of the fish used in our pet food recipes. However, sustainable fishing depends on the seas’ resources and this can only be achieved by supporting these incredible natural assets.”

“It’s important to us that we share our journey with our loyal customers and consumers, and we aim to do this through our in-store and online activation. In order to drive long term success, we need consumer support in watching our ‘Film That Grows Coral’ to raise vital funds. Fish is an important ingredient that allows us to provide pet owners with healthy, nutritious and high-quality pet food, and we know that sourcing practices are increasingly important to shoppers. This campaign will highlight our commitments and the action we’re taking to drive change.”

Kicking off in January and running until March, in-store point of sale materials will be available to help retailers across all channels spread the word on Sheba Hope Reef. In-store activation and media support will encourage new and existing shoppers to support the campaign through their choice of purchase and watching the campaign video online. The funding generated from the video views will be donated to the Sheba campaign partner, The Nature Conservancy, to support coral restoration projects.

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