Sheba, the premium cat food brand under the Mars conglomerate, is embracing the royal status of house cats with its latest campaign, “The Pharaoh’s Lost Cat.” The initiative invites cat owners to find out if their pets could be descendants of the revered cats that once sat alongside the pharaohs of ancient Egypt.
In a blend of cultural insights, AI, and groundbreaking science, Sheba has partnered with Professor Leslie Lyons of the Feline Genetics & Comparative Medicine Lab at the University of Missouri. Lyons’ research into the genetics of domestic cats has led to a fascinating discovery: a unique DNA sequence found in both mummified cats from ancient Egypt and modern house cats in the U.S., suggesting a potential royal connection.
The campaign encourages cat owners to participate by using Sheba’s “Pharaoh Cat Finder,” an AI-powered tool where owners can submit a photo of their cat via Instagram direct message. The tool will analyze traits to determine if their pet could share ancestry with the pharaohs. No DNA samples are required, and participants don’t need to own specific breeds like the Egyptian Mau or Abyssinian, although those breeds are often linked to ancient Egyptian cats.
In return for participation, owners can receive a free sample of Sheba Selections Filets, the brand’s newest product designed with “doting parents in mind.” Cats that are found to have royal ancestry will be awarded a lifetime supply of premium cat food, and a select number of cats will even be “crowned” in a coronation ceremony, possibly featured on social media.
To amplify the campaign, Sheba has teamed up with renowned cat influencer Nathan the CatLady, who will travel the country in a series of online episodes to explore the search for the royal successor. Nathan will also visit Professor Lyons’ lab and the Brooklyn Museum to view the ancient mummified cat that inspired the research.
Sheba’s new campaign follows its popular “Resistance is Futile” slogan, highlighting the deep bond between cat owners and their feline companions, with the brand continuing to showcase its premium offerings for cats who truly believe they are royalty. With influencer support and a viral content series, Sheba is set to raise the profile of both its products and the idea that some cats may indeed be worthy of a throne.
