Tidy Cats and PrettyLitter Launched Ad Campaigns

Pet brands have released new video content and experiential marketing to reach cat owners this fall.

Updated on Oct. 6, 2026 in Cats

Bold vector editorial illustration of a modern ceramic cat bowl and houseplant, representing current consumer-focused pet product marketing trends. — Purina and PrettyLitter have launched new celebrity-led advertising campaigns this fall, utilizing digital series and experiential marketing to engage cat owners. AI Illustration. Upload story photo >

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Purina has debuted a three-episode video series called Special Litter Unit starring actor Kumail Nanjiani and Jordan Howlett. Simultaneously, competitor PrettyLitter released a new advertisement featuring longtime partner Martha Stewart.

Why it matters

These promotional pushes represent an effort by major pet supply companies to capture consumer attention through celebrity-driven digital content and immersive experiences. Brands are increasingly leveraging social media stars and established icons to distinguish themselves in the crowded litter market.

The Tidy Cats campaign features three episodes across Instagram, TikTok, and YouTube, while PrettyLitter utilizes a 2-minute hero video. PrettyLitter has operated in the market since its 2015 launch.

The players

Kumail Nanjiani

He is an actor and comedian who stars as the lead agent in the new Tidy Cats video series.

Martha Stewart

She is a lifestyle icon and media entrepreneur who has served as a brand partner for PrettyLitter since 2021.

Purina

This is a global pet care company and the parent organization behind the Tidy Cats brand.

Jordan Howlett

He is a social media personality featured in the Tidy Cats marketing campaign.

The details

Tidy Cats is hosting an immersive pop-up called Litter Crimes HQ in New York City to promote their new series. PrettyLitter, which partnered with the creative agency Raindrop for their production, featured Martha Stewart alongside a cat named Purrcy in their latest spot.

PrettyLitter launched in 2015.
Martha Stewart began partnering with PrettyLitter in 2021.
PrettyLitter aired the Gift Of Gab television spot in 2025.

Culture Shift

These campaigns exemplify the industry move toward celebrity-led social media marketing within the pet supply sector. This trend mirrors a broader societal shift where brands prioritize influencer-driven digital presence over traditional mass-media advertising to engage consumers.

New York City residents can visit the physical Litter Crimes HQ pop-up to engage with the brand's latest marketing effort. Consumers across all regions can access the new video content on platforms including TikTok and YouTube to compare the products.

The takeaway

These marketing efforts highlight how pet brands are using digital content to stay relevant in a highly competitive market. Owners should research product specifics beyond the promotional materials when deciding on litter solutions for their pets.