SHEBA® HOPE GROWS™

Description

Giving hope together: with »HOPE GROWS™«, SHEBA® has launched the world's largest coral restoration programme, which aims to restore more than 185,000 sqm of coral reefs around the world by 2029 and turns consumers into coral savers. True to the motto »Every time you choose SHEBA®, hope grows, coral grows, fish thrive«, the project can be experienced by consumers in a 360° campaign via various channels.

Statement of the jury

SHEBA has been an established premium brand for cat food for decades. With »HOPE GROWS«, the world’s largest coral reef restoration programme, the company is using its popularity to raise awareness of the threat to these habitats and so to turn consumers into coral savers. The fact that such an exemplary and modern project was not just limited to the PoS but also aroused a great deal of emotion and attention in the media has demonstrated impressively that the theme of coral recultivation is of high emotional relevance despite the geographical distance. An ecologically relevant project that is making a great contribution to preserving these valuable habitats in the sea.