Fresh Step is presenting dating app users with prospects who are not afraid of commitment.

In partnership with Best Friends Animal Society and reality star Ariana Madix, the Clorox litter brand is featuring adoptable cats in Bumble feeds. When users “swipe right” on the notice, they are redirected to a landing page where they can explore local adoption options.

If they adopt, Fresh Step will give them free litter for the month of February and cover adoption fees during Valentine’s Day weekend.

The “Date Cats, Not Humans” campaign aligns with shifting Valentine’s Day behavior that broadens it beyond romantic love.

• 35% of consumers, and 65% of Gen Z, say they are “likely” or “very likely” to buy themselves a Valentine’s Day gift this year, according to CivicScience.

The campaign is part of a greater initiative from Fresh Step, which is working with BBDO Chicago.

to reposition cat litter as less of a dull, utilitarian purchase and more an expression of love.

“Most of our competitive set is living in this very functional space. It’s all about ‘We control odors,’ and ‘We clump,’ and in my opinion, it’s kind of boring,” said Deb Crandall, marketing lead at Fresh Step. “We’re really tapping into this unapologetic love that consumers have for their cats and flipping some old stereotypes on their heads.”

Creators get catty

While influencer marketing's roots live in fashion and beauty, less glamorous products are just as suited for the category. For example, #CleanTok, where users share cleaning tips and tricks, has 7.2 million posts to date on TikTok.

“There’s so much content out there, and I think there’s a role for [influencer marketing] in almost every brand,” said Crandall. “We’re starting to really lean into it in a much bigger way as a Clorox enterprise.”

Fresh Step is investing more in the category, recognizing the influence of peer-to-peer endorsements on pet owners. Because the vertical is so personal, the key is releasing creative control, said Crandall.

“A big piece of our marketing budget goes to influencer and social media campaigns,” she said. “We’ve loosened the reins a lot….We’re not doing rigorous levels of approvals and reviews.”

The cat boom builds

The campaign presents cat owners as both an independent and highly dateable demographic.

While it celebrates spending Valentine’s Day unattached, it also positions cat owners as well-adjusted and emotionally regulated, challenging the stereotypes that suggest otherwise, said Crandall.

• Only 8% of cat owners say they can't trust anyone with their emotions, compared to 16% of non-cat owners, according to a Fresh Step and YouGov survey.
• They're also less likely to deal with emotions in isolation (11% vs. 19% of non-cat owners), according to the survey.

This dichotomy supports Fresh Step's partnership with Madix and her personal brand in the dating scene. After her very public breakup with “Vanderpump Rules” costar Tom Sandoval, she scored a gig as the host of "Love Island," promoting love while capitalizing on her ex’s affair.

Fresh Step also pointed to the increased interest in cats as pets as inspiration for the campaign. Some driving factors are lower maintenance, lower costs, and higher compatibility with apartments and small spaces, said Crandall.

• While dog adoption decreased .8% from 2024, cat adoption increased 2.2%, according to the Shelter Animals Count.
• Cat food sales reached $18.1 billion in 2025, an 5.1% increase from 2024, according to Euromonitor International. Dog food sales only saw 3.9% growth.

“There’s a lot of great consumer momentum around cats, and all of that growth is being driven by Gen Z and millennial consumers,” she said. “Cats are the cool pet to have these days, and it’s really fun to work on a brand that consumers really care about.”

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.