Smalls launches largest brand campaign for cat category

Smalls has launched "Is Cat," its largest brand campaign to date, as the company expands its retail footprint and works to reach more cat owners nationwide.

The campaign launched Sept. 1 and spans national linear and connected TV, out-of-home advertising, creator partnerships, experiential events and social media. It follows a period of growth for Smalls that has included expanded retail distribution, new distributor partnerships and continued product portfolio growth.

The investment is intended to build consumer awareness and demand for the brand as its products become more widely available at retail.

Running through September 27, with select out-of-home placements continuing into October, “Is Cat” includes a major New York City presence across SoHo, NoHo, and Williamsburg, alongside a broader national media campaign.SmallsInvesting behind retail growth and the cat category

The campaign comes as the feline market grows. According to the American Pet Products Association, 49 million U.S. households now own a cat, up from 40 million in 2023.

Smalls has expanded beyond its direct-to-consumer origins, increasing availability through independent pet retailers and distribution partners in key U.S. markets. The company said its retail footprint is expected to continue growing through the end of 2026.

"As our retail footprint continues to expand, we're making significant investments in building consumer awareness and demand to help drive this growth," the company noted. "With over 1,000 retail doors and growing, Smalls' retail and distribution partners are an important part of our overall growth."

"Is Cat" is Smalls' largest brand investment to date

The campaign centers on the idea that "cat" describes more than a pet — it's a sensibility associated with independence, selectiveness and confidence.

The national campaign is built around the phrase "___ is cat," with expressions including "Solitude is cat," "Read receipts is cat" and "A dirty martini is cat," leading to a central message: Smalls is cat.

The campaign runs Sept. 1 through Sept. 27, with some out-of-home placements continuing into October. It includes a New York City presence in SoHo, NoHo and Williamsburg, along with national media placements.

Smalls is running a 12-plus week linear and connected TV buy featuring 30- and 15-second spots. The campaign also includes social media content from cat-parent creators.

Additional elements include hand-painted murals, billboards, street-level installations and a one-night event in New York hosted by artist and cat owner Chloe Wise.

Building a brand around the modern cat parent

Creative for "Is Cat" was developed by Smalls' in-house team with production company Chico Studio and photographer Paul Yem.

Smalls said the campaign is designed to connect with cat owners through culture and humor rather than traditional pet-category marketing approaches.

The company's product lineup includes fresh, human-grade nutrition, freeze-dried products, treats and feeding accessories, and it says it remains focused exclusively on cats and their owners.