Eva Longoria & SHEBA® Brand Introduce New Campaign Celebrating The Many Passions Of Cat Lovers

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NASHVILLE, Tenn., March 7, 2013 /PRNewswire/ -- The SHEBA^® brand announced today its launch of the SHEBA. Feed your passion.™ integrated campaign featuring actress, philanthropist and cat lover Eva Longoria.

(Photo: http://photos.prnewswire.com/prnh/20130307/CG72637)

"I am excited to partner with SHEBA for the launch of the 'feed your passion' campaign and help celebrate the many passions of cat lovers," said Eva Longoria. "My fans know that I am passionate about things like acting, charitable giving, cooking and dancing, but taking part in this campaign has helped me showcase my passion for pets – especially cats."

The multi-channel campaign introduces the premium cat food brand to the U.S. marketplace and leverages a fully-integrated marketing approach that features Longoria in TV, print and digital advertising, in-store and consumer promotions, public relations and social media channels.

"We are proud to launch SHEBA brand in the U.S., providing cat owners the opportunity to 'feed the passion' they have for their cats with our premium recipes," said Tina Garcia, marketing services director for Mars Petcare. "We're also thrilled to launch the SHEBA. Feed your passion.™ campaign in partnership with Eva Longoria, who as a cat lover embodies our brand essence and the passions of our core consumer."

SHEBA Brand Helps Feed Cat Lovers' Passions
SHEBA brand celebrates that cat lovers – like Longoria – have many passions, one being their cat. When you live out your many passions – from cooking a fresh, flavorful meal for family to working to spruce up a new space (which includes a special spot for feline friends), enjoying your passions make every day more delectable. 

Today, with Longoria's support, the brand launches the SHEBA. Feed your passion.™ Contest, providing the opportunity for those with feline friends to enter for a chance to be one of three people to win up to $5,000.00 to help feed one of their many passions.  Through May 31, 2013 cat lovers can visit www.Sheba.com/FeedYourPassion to enter the contest by sharing a simple picture of their cat along with a caption that shares how they would celebrate their ultimate passion in a big way. Exclusive video content featuring Longoria discussing her favorite passions can also be viewed on the contest website.

Feeding Feline Friends
SHEBA Entrées for Cats enters the U.S. pet care market with two new lines, PREMIUM CUTS® and PREMIUM PATES, each featuring recipes made from carefully selected, quality ingredients. SHEBA Entrées are always made with real beef, poultry or seafood, and all recipes are held to a high standard ensuring a premium meal with an irresistible taste cats will love.

As well, Mars Petcare US begins its fish sustainability journey, offering five varieties of SHEBA Entrées that follow the Monterey Bay Aquarium Seafood Watch^® recommendations. SHEBA currently offers responsibly-sourced whitefish, tuna and seafood options, and by the end of 2013, all SHEBA fish recipes—including salmon—will meet the Seafood Watch recommendations.

About SHEBA Entrées for Cats
The SHEBA® brand celebrates the many passions of cat lovers and allows cat lovers to confidently express their passion for their cats with irresistibly satisfying entrees.  There are currently 17 varieties to choose from, including five recipes made with responsibly-sourced fish following the recommendations established by the Monterey Bay Aquarium Seafood Watch® Program.  All SHEBA® Entrées are made with real beef, poultry or fish for an irresistible taste cats love. For more information, visit www.sheba.com.

About Mars Petcare US
Mars Petcare US is the U.S. operations of the world's largest petcare company at the privately-held Mars, Incorporated. Mars Petcare US produces some of the world's most beloved pet care brands, including PEDIGREE® Food for Dogs, CESAR® Canine Cuisine, SHEBA® Food for Cats, WHISKAS® Food for Cats, THE GOODLIFE RECIPE® Brand, and TEMPTATIONS® Treats for Cats, as well as exclusive brands products for some of the leading retailers in the U.S. Headquartered in Franklin, Tenn., more than 2,400 Mars Petcare US associates make, sell and distribute its high-quality pet food from 15 manufacturing facilities located in communities across the U.S. For more information, please visit www.mars.com.

®/™ Trademarks © Mars Incorporated 2013. Other trademarks are property of their respective owners.

SOURCE SHEBA