The Fresh Step cat litter brand has partnered with the American Society for the Prevention of Cruelty to Animals (ASPCA) since 1999 on the Safe Step Home Program (SSHP) and Adopt-a-Shelter-Cat Month.
For SSHP, Fresh Step provides funding for the ASPCA to give yearly grants to 10 US animal shelters. Last year, Fresh Step launched a new odor-reducing cat litter and the three elements converged in an effort to increase awareness and boost cat adoptions.
Strategy
"In general, cat litter isn't newsworthy," says ...