Smalls Launched New National Cat Marketing Campaign
The pet brand is expanding its retail reach as it targets 49 million cat-owning households across the United States.
Updated on Sept. 21, 2026 in Cats
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On September 1, 2026, the cat food brand Smalls launched its Is Cat campaign to increase awareness for its products, which are now available in over 1,000 retail locations. The initiative targets the growing population of U.S. cat owners, which has risen to 49 million households.
Why it matters
The brand is shifting its marketing strategy to meet rising demand as it transitions from a direct-to-consumer model to a broader retail presence. This expansion follows a notable increase in the number of U.S. cat-owning households since 2023.
Smalls products have entered over 1,000 retail doors to support the brand's footprint expansion. The current U.S. cat ownership figure of 49 million households represents a significant increase from the 40 million households recorded in 2023.
The players
Smalls
A pet food brand known for expanding from direct-to-consumer sales into retail locations.
Chico Studio
A creative production partner that collaborated on the visuals for the brand campaign.
Paul Yem
A photographer who worked with the brand to develop creative content for the campaign.
The details
The Is Cat campaign uses a mix of 30-second and 15-second television spots alongside experiential events. Marketing materials include hand-painted murals and street-level installations in New York City neighborhoods like SoHo, NoHo, and Williamsburg. The brand collaborated with Chico Studio and photographer Paul Yem to develop the creative assets for this nationwide rollout.
Timeline
2023: Households owning a cat totaled 40 million.
September 1, 2026: The Is Cat campaign officially launched.
September 27, 2026: The standard campaign run concluded.
October 2026: Select out-of-home advertising placements continue.
End of 2026: Smalls continues to grow its retail footprint.
The Home Front
This expansion aligns with the documented upward trend in domestic cat ownership across the United States. It signals a shift in the pet food market as brands pivot toward traditional retail to match the increased volume of household pet spending.
Check your local pet supply retailers to see if these products are now stocked in your neighborhood. As the brand continues to grow its presence through the end of the year, you may find more availability for premium pet options in your regular shopping routine.
The takeaway
The pet industry is rapidly scaling its physical retail presence to serve a larger base of household cat owners. Use this transition as an opportunity to review your own pet care budget and explore newly available product lines at your local stores.
Further reading
Learn more about the latest industry trends and care tips in our Cats section.
Source note: This article includes information reported by Petfood Industry Community.
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