New Fresh Step Heavy Duty campaign celebrates cats’ sass
By Katie Garner, Associate Marketing Manager – Fresh Step
Cats have always acted like their sh*t doesn’t stink. Now, with new Fresh Step Heavy Duty Litter with 30-Day Odor Control, it actually doesn’t! Our latest innovation is not only one of the brand’s most significant to date but also a game-changer in the Cat Litter category. As our strongest litter ever,1 Fresh Step Heavy Duty provides the ultimate answer to cat parents’ litter odor problems with three times odor-eliminating carbon2 to fight odor three times as long as the leading brand.3
Campaign celebrates cats’ sass and a chance at fame
To support this product launch, a social-first national brand campaign celebrating cats for their sassy attitudes that cat owners know and love. Creative for this campaign harnesses the massive popularity of cats on the internet by leveraging user-generated content that features cats doing what they do best — not giving a funk, thanks to Heavy Duty. Additionally, we’re launching a contest on Instagram in search of America’s Freshest Cat. To enter, cat parents are asked to submit a video of their cats serving attitude for a chance to have their cat star on a billboard in Times Square, $10,000 and a year’s supply of Heavy Duty litter.4 The brand has also partnered with notable cat influencers like Abram Engle to amplify promotion of the contest and support this social-first launch strategy.
About the campaign and contest
The creative campaign will be featured across social channels, TV and digital platforms as well as through audio and print placements starting March 3.
The contest will also be open for entries on Instagram that date and run until April 1. To enter5, participants need to 1) follow @freshstep on Instagram; 2) post a video (20 seconds or less) of their cat acting “sassy,” like their sh– don’t stink; and 3) include the hashtag #FreshStepContest. Encourage any cat parents you know to submit their fresh feline — you may end up seeing them in Times Square!
Head over to our Instagram page to follow along for tons of sassy cat content and to see who becomes America’s Freshest Cat!
Where to find (and find out about) Fresh Step Heavy Duty
Heavy Duty is available at major retailers both in-store and online. To learn more about the product, visit our Fresh Step website.
“We’re thrilled to launch our strongest litter ever1 in Fresh Step Heavy Duty and pair it with a campaign showcasing the sassy personalities that continue to make cats internet famous. This continues our commitment to innovating to improve the lives of cats and their people.“
Deb Crandall, Director of Marketing
Fresh Step Campaign Creative
Print Ad
- Based on odor control. ↩︎
- Versus Fresh Step Multi-Cat. ↩︎
- On fecal malodor versus the leading clumping litter. ↩︎
- Awarded as 12 22.5 lb. boxes of Fresh Step® Heavy Duty litter. ↩︎
- NO PURCHASE NECESSARY. Legal residents of the 50 United States (D.C.), 18 years or older. Enter Contest by: 4/1/25. See Terms and Conditions for how to enter, judging criteria, how to vote on finalists and prize descriptions. Void where prohibited. ↩︎