Smalls Launches Largest-Ever Brand Campaign to Fuel Awareness as Retail Footprint Expands Nationwide

Is Cat” Campaign Puts National Media Investment Behind Smalls as Retailers Look to Capture Growth in the Feline Category

Smalls, the brand built for cats and the people who love them, has launched “Is Cat,” its largest brand campaign to date, marking a significant investment in consumer awareness as the company continues to expand its retail footprint and reach more cat parents nationwide.

Launching September 1, the 360-degree campaign spans national linear and connected TV, out-of-home advertising, creator partnerships, experiential activations, and social media. The campaign follows a period of significant growth for Smalls, including expanded retail distribution, new distributor partnerships, and continued portfolio growth.

For Smalls, the investment is designed to build broader consumer awareness and demand for the brand as its products become increasingly accessible through retail.

Investing Behind Retail Growth and the Cat Category

The campaign arrives at a pivotal time for the feline market. According to the American Pet Products Association, 49 million U.S. households now own a cat, up from 40 million in 2023, reflecting continued momentum in cat ownership and consumer engagement with the category.

At the same time, Smalls has continued to expand beyond its direct-to-consumer roots, increasing availability through independent pet retailers and distribution partners across key U.S. markets. That retail footprint is expected to grow significantly through the end of 2026 as Smalls continues to expand its national retail presence.

The combination of increased retail access and national brand investment gives Smalls an opportunity to introduce more consumers to the brand while supporting retail partners with greater awareness around the products they carry.

“As our retail footprint continues to expand, we’re making significant investments in building consumer awareness and demand to help drive this growth.   With over 1,000 retail doors and growing, Smalls’ retail and distribution partners are an important part of our overall growth.  ‘Is Cat’…”

Smalls’ Largest Brand Investment to Date

At the heart of “Is Cat” is a simple idea: “cat” is more than a pet: it’s a point of view. Independent. Selective. Quietly confident. Unapologetically yourself.

The national campaign introduces an expandable creative platform built around the phrase “___ is cat.” Expressions range from “Solitude is cat” and “Read receipts is cat” to “A dirty martini is cat,” ultimately leading consumers back to one central message: Smalls is cat.

Running September 1 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.

Smalls is supporting the campaign with a 12+ week linear and connected TV buy, featuring 30- and 15-second spots designed to introduce the brand to a broader audience. The campaign also extends across social media through cat-parent creators who will interpret the “Is Cat” concept for their own audiences.

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

Building a Brand Around the Modern Cat Parent

Creative for “Is Cat” was led by Smalls’ in-house team in partnership with production company Chico Studio and photographer Paul Yem.

Rather than relying on traditional pet-category marketing, Smalls designed the campaign to connect with today’s cat parents through culture, humor, and a shared understanding of what makes cats, and the people who love them, distinctive.

The approach reinforces Smalls’ singular focus on the feline consumer while broadening awareness of the opportunity within the cat category itself.

From fresh, human-grade nutrition to freeze-dried products, treats, and thoughtfully designed feeding essentials, Smalls continues to expand its offering while maintaining its focus exclusively on cats and their people.

As Smalls grows its retail footprint and product portfolio, “Is Cat” gives the company a scalable platform to build consumer awareness, support demand, and bring greater attention to the expanding feline category.

For more information, please visit: www.smalls.com/retail.