To launch the world’s largest reef restoration program and to prove there can be man-made solutions to man-made problems, Sheba transformed a barren site of dead coral into a living, thriving reef the size of two Olympic pools.

When viewed from the air it spelt out a simple message - HOPE.

This is a story 5 years in the making. A story of a cat food brand that aspired to differentiate and make a meaningful difference to the world by doing so.

• 5 years ago - Sheba wanted to offer consumers more to substantiate its premium price tag. A new food positioning; ‘Taste with Integrity’, drastically changed the direction of the brand & its menu.
• 4 years ago - To prove its ‘integrity’ and ensure the future has fish, Sheba made a global supply chain commitment to use 100% sustainably sourced fish in their products.
• 3 years ago - Realising that sustainably sourced fish can only be sustainable if their environment is too, Sheba made a monumental decision to bring coral reefs back to life...