Oil-Dri Corporation of America is appointing Cramer-Krasselt (C-K) as agency of record for Cat’s Pride, a cat litter and accessories brands, following a multi-agency competitive review. Magnani served as the incumbent.
As agency of record, C-K will handle the brand’s advertising, brand planning, public relations, social media and digital marketing. Media is handled by GYK Antler. Annual billings are around $5 million.
Cat’s Pride has attempted to rework its image in recent years. Four years ago, Cat’s Pride made the decision to hire actress Katherine Heigl, best known from “Grey’s Anatomy” and “Knocked Up,” to play a cat therapist for the brand’s Fresh & Light Ultimate Care kitty litter.
In various ads, Heigl sought to counsel cat parents to better understand their feline companions. The company also partnered with Heigl’s charity named after her late brother Jason Debus Heigl to support animal advocacy work.
More recently the company has sought to capitalize on the viral popularity of cats across social media by aligning memes with a philanthropic hook supporting its own organization.
Magnani developed the brand’s “Litter For Good” platform to donate a pound of litter to shelters for every jug of litter they sold. The shop then created an integrated advertising and viral social campaign plus an online system for Cat's Pride customers to help their local shelter sign up to receive donated litter.
C-K is likely to continue to connect giving back with creative messaging as it overhauls Cat’s Pride’s advertising. “The people at Cramer-Krasselt impressed us by their challenger mentality and the ability to tie strong foundational strategy to creative executions,” stated Lisa Mak, vice president, marketing, Cat’s Pride. “We are excited to partner with such a committed creative team and can’t wait to hit the ground running.”