Cat’s Pride Partners With Katherine Heigl to Promote Animal Welfare
Chicago-based Oil-Dri Corp. of America announced the launch of Cat’s Pride Fresh & Light Ultimate Care, a litter that delivers the ultimate performance, including 10-day odor control, strong clumps and low tracking. The litter is 50 percent lighter than traditional scoopable litters, according to the company.
As part of the launch, Cat’s Pride is partnering with award-winning actress Katherine Heigl, best known for her roles in “Grey’s Anatomy,” “27 Dresses” and “Knocked Up,” as the face and voice of the integrated marketing campaign. The campaign includes TV, print, digital and radio advertising. In addition, Cat’s Pride is proud to support The Jason Debus Heigl Foundation by donating a portion of every Fresh & Light Ultimate Care purchase to support the foundation’s animal advocacy work.
“Cat’s Pride is excited to introduce consumers to our newest innovation in cat litter, Fresh & Light Ultimate Care,” said Dan Jaffee, president and CEO of Oil-Dri Corp. of America. “For 75 years, we’ve been committed to providing products that enrich the lives of cats and their owners. We are proud to partner with Katherine Heigl and the Jason Debus Heigl Foundation as they work to end the needless suffering of animals.”
The new Cat’s Pride integrated marketing campaign featuring Heigl is the brand’s largest media launch ever. This concept features Heigl as a recurring character—a cat/owner couples therapist—who helps owners have a more meaningful and positive relationship with their cats. She continually reinforces how using the best-performing Fresh & Light Ultimate Care can reduce tensions all around and create more healthful interactions between cats and their people. The campaign features the actress in humorous commercials directed by Anne Fletcher, who is known for films such as “27 Dresses” and “The Proposal.” The integrated campaign continues across all digital, social media, in-store and print platforms.
The Jason Debus Heigl Foundation (JDHF) was founded in 2008 by Nancy and Katherine Heigl to increase awareness of inhumane animal treatment and support animal welfare efforts in the U.S. Established as a lasting legacy to a beloved son and brother killed as a teen in a car accident, The Jason Debus Heigl Foundation is dedicated to helping companion animals by eliminating the needless suffering inflicted on animals by human cruelty, indifference and ignorance. Programs include the relocation of pets from high-kill to no-kill shelters for adoption, funding of sterilization for cats and dogs, medical and training assistance for special needs dogs, grants to hardworking “boots on the ground” rescues, and working with animal welfare groups nationwide to increase awareness of spay/neuter, humane education and adoption.
“We created the Jason Debus Heigl Foundation to continue to spread Jason’s love of animals,” said Katherine, CEO of The Jason Debus Heigl Foundation. “We are thrilled to partner with Cat’s Pride in our efforts to truly make a difference for animals.”