The inventors of lightweight cat litter wanted to grow their market share and needed a campaign to introduce their new Fresh & Light products. Using the unique truths of human and cat relationships the resulting campaign developed a consistent message - "Cat's are complicated. Great litter is simple." Leveraging the celebrity of Katherine Heigl as a relationship therapist prescribing the use of Fresh & Light products to overcome difficulties in a relationship, the tv spots aired over 50,ooo times on major broadcast and cable networks. Ultimately, the campaign increased sales over 63% for Cat's Pride Fresh & Light Ultimate Care.