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Satirical campaign promotes self-cleaning litter boxes

Global pet product expert, PetSafe® Brand has launched a new tongue-in-cheek digital campaign – ‘Catspiracy’ – to promote its line of self-cleaning litter boxes to UK pet owners.

Centring on the ScoopFree™ Original Self-Cleaning Litter Box, the campaign features a two-minute film shot from a cat’s perspective that sheds light on why felines are convinced their owners have ulterior motives for scooping their waste.

In the satirical video, cats watch their owners’ odd behavioral shift after purchasing the time-saving and touch-free ScoopFree™ device, which sweeps waste and odours away once cats have used the box.

The featured cats adopt numerous conspiracy theories, believing that humans must be harvesting their waste for their own devious reasons.

Angela Critchley, international marketing director for PetSafe® Brand, said: “With this campaign we wanted to highlight the benefits of ScoopFree™ while creating something funny and engaging that would strike a chord.

Cat owners dread having to scoop the litter box every day, so we thought it would be fun to look at things from a different perspective by imagining the feline conspiracies the litter box might spark in the cat world!”

The ScoopFree™ video and campaign debuts this week on Facebook and YouTube and can be viewed at

The ScoopFree™ Original Self-Cleaning Litter Box, is a self-cleaning litter box that uses disposable litter trays to provide hands-off convenience and odour control.

The litter box can be left alone for weeks at a time and simply need to be plugged in to operate. The automatic rake system sweeps waste into the covered compartment and the specially-designed crystal litter is five times more effective at reducing odour than clay or clumping litters. The RRP is £154.99.

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