Why is it important to support global sustainability projects?\r\n\r\nSupporting sustainability projects has always been important to us at Mars Petcare, we have worked on coral reef restoration for the past 18 years and more recently set up our Sustainable in a Generation Plan in 2017 to ensure that Mars is a positive force in the world for years to come. We are all becoming more conscious buyers and trying to make decisions that have a positive impact on the planet, and with many shoppers also looking to play an active part in protecting the planet and pets, it\u2019s critical for brands to lead the way.\r\n\r\nWith the increasing impacts of climate change, we are committed to tackle the environmental and societal threats we face. We recognise the importance of fixing these issues, which is why supporting global sustainability projects and acting now is vital in order to help raise awareness, drive change and educate future generations. As a global business, we have a responsibility to make our planet a better place. We believe it's our duty to limit our environmental footprint, protect the world\u2019s ecosystems, and improve the lives of people (and their cats).\r\n\r\nWhy specifically the 'Hope Reef' programme?\r\n\r\nFish is an important ingredient that allows us to provide pet owners with healthy, nutritious and high-quality pet food. Sustainable fishing depends on the seas\u2019 resources and this can only be achieved by supporting these incredible natural assets. As the oceans\u2019 most diverse ecosystem, coral reefs are at the heart of our efforts and why Hope Reef and our commitment to coral restoration is so important. Of course, it\u2019ll keep cats happy, but it\u2019s also vital for the nearly 500 million people globally who rely on reefs for food, income, and coastal protection.\r\n\r\nThis is critical work. The world\u2019s coral reefs are at breaking point. If we do nothing, we could lose this vital ecosystem forever. The rapid rate of the decline of coral reefs has long been a concern for us at Mars, and restoring the coral reef ecosystem is a key part of our aim to be sustainable. 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.\r\n\r\nWhat can be expected from the \u00a31.25m investment?\r\n\r\nWe are marking the launch of our campaign with a \u00a31.25m investment, driving engagement to the YouTube video, The Film That Grows Coral, and investing in in-store activation to help retailers across all channels spread the word on Sheba Hope Reef.\r\n\r\nDo you plan on developing the project each year to gain new support?\r\n\r\nThe Hope Reef build itself began in 2019 but we have been working on coral restoration at Mars since 2004, although this is the next chapter in one of the world's largest coral reef restoration programmes, it definitely won\u2019t be the last.\r\n\r\nHave you noticed other pet retailers following suit?\r\n\r\nWe hope our work sparks a movement. By making sure as many people as possible are aware of the issue, we hope others will also take action so we can work together to restore our coral reefs to their former glory.\r\n\r\nHow have customers responded to the campaign so far?\r\n\r\nSince customers have been invited to play a part in restoring coral reefs by watching the YouTube video, The Film That Grows Coral, we have racked up an impressive eight million views. With 100% of the advertising money generated from the video being invested into coral reef restoration, it\u2019s great to see customers getting involved and hopefully spreading the word. We have also had support from retailers through the shopper marketing activity.