Smalls Launched New National Cat Brand Campaign
The pet company debuted its Is Cat campaign alongside an expansion to over 1,000 retail locations nationwide.
Updated on Sept. 21, 2026 in Cats
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Smalls launched its Is Cat marketing campaign on September 1, 2026, to increase awareness as its products hit store shelves. The campaign reaches a growing market of 49 million U.S. households that currently own a cat.
Why it matters
This campaign aims to build consumer demand as the brand shifts from a direct-to-consumer model to a broader retail footprint. It capitalizes on the rising number of cat-owning households to establish its presence in physical stores.
Smalls products are now available in over 1,000 retail doors across the country. This expansion coincides with a rise in the U.S. cat-owning population to 49 million households, up from 40 million in 2023.
The players
Smalls
This is a pet food company that recently transitioned its distribution model to include over 1,000 retail store locations.
Chico Studio
This is a creative production agency that collaborated with the brand on its recent advertising assets.
Paul Yem
He is a professional photographer who partnered with the brand to produce the creative materials for the new campaign.
The details
The Is Cat campaign features a 12-plus week television buy using 30-second and 15-second spots alongside out-of-home advertising. Smalls utilized hand-painted murals and street-level installations in neighborhoods including SoHo, NoHo, and Williamsburg in New York City.
Timeline
The Is Cat campaign officially launched on September 1, 2026.
The standard run for the campaign ends on September 27, 2026.
Some out-of-home placements are scheduled to continue through October 2026.
The retail footprint for Smalls is expected to grow through the end of 2026.
Culture Shift
This campaign reflects the broader transition of digitally native pet brands into omnichannel retail environments. It signals an effort to capture market share by moving products from exclusive online subscriptions to high-traffic physical shelves.
Consumers can now purchase Smalls products in physical retail stores rather than relying solely on online shipping. Shoppers in urban areas like New York City may encounter the brand through new outdoor murals and street-level installations.
The takeaway
The rise in cat ownership to 49 million households is driving new investment in retail-focused marketing strategies. Consumers should expect to see more boutique pet brands transition from purely digital storefronts to physical retail locations in the near future.
What happens next
The retail footprint for Smalls is slated to continue its expansion throughout the remainder of 2026.
Further reading
For more information on the pet market, visit the Cats section.
Source note: This article includes information reported by Petfood Industry Community.
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