Raindrop, the full-service creative, branding and performance marketing agency based in San Diego, is breaking a funny and surprising advertising campaign for PrettyLitter, the breakthrough cat litter that monitors a cat’s health, which stars lifestyle legend Martha Stewart in a spirited conversation with a very opinionated talking feline.
In the hero 1:50 video, Martha and Purrcy, the brand’s long-haired star cat who speaks with an upper-crust British accent, Stewart turns to the camera and says, “The secret to my monumental success? I can speak cat.” To which Purrcy replies, “Or is it that I speak human?”
Stewart joined Pretty Litter as brand spokeswoman after she used PrettyLitter for years at home for her multiple, beloved cats. This “PrettyLitter x Martha Stewart” campaign expands Raindrop’s 2025 “Gift Of Gab” TV spot that introduced Claude, who surprised his owner by not only speaking but criticizing his disgusting litter box and demanding she switch to PrettyLitter. That spot was part of a campaign ranked by iSpot as one of the top creative executions in its category.
“Our goal was to deliver a breakthrough video concept that builds on the voice of our original ‘Gift of Gab’ campaign while seamlessly integrating Martha Stewart’s authentic brand affiliation with PrettyLitter,” said Jacques Spitzer, CEO and CCO, Raindrop. “Modern cat owners want more than ‘just a pretty litter.’ They want convenience, low maintenance, health insights and products that feel as smart and stylish as they are. They’re looking for solutions that make cat ownership easier while aligning with their values and lifestyle. And Martha is the ideal ambassador to articulate that brand positioning.”
“Throughout our partnership with Martha, we’ve used a lot of different approaches to connect with audiences,” said Nikki Jagerman, Creative Director, PrettyLitter. “Working with Raindrop unlocked an idea that we never asked Martha to do before--share dialog with a talking cat.”
While the campaign leans into humor to depict the deep emotional bond between cats and their humans, it also delivers the product innovation that differentiates Pretty Litter from almost every other brand in the category. PrettyLitter, owned by Mars, staked its brand reputation on being more than cat litter, but a proven mechanism to monitor cat health. The lightweight, odor-absorbing litter crystals contain color-changing technology that warns owners about potential health problems ranging from urinary tract infections to struvite crystals and other potentially serious conditions.
The science behind PrettyLitter was also based on established cat behavior—cats hide when they feel unwell. The branding is focused on demonstrating, through humor, that Pretty Litter helps cats better communicate health issues with the people that love them.
Raindrop was hired by PrettyLitter on a project basis in 2025 and launched the first broad-scale consumer branding campaign, “The Gift Of Gab,” followed by “Not Just A Pretty Litter,” which reframed the conversation about conventional cat litter options by demonstrating the brand’s diagnostic monitoring of the health of cats in the home.
CREDITS
Client:
PrettyLitter, Los Angeles
Campaign Title:
“PrettyLitter x Martha Stewart”
Execution Title:
“Martha Speaks Cat”
Client Team:
Nikki Jagerman: Senior Creative Director
Cody Zumbro: Senior Producer
Jess Hauff, General Manager
Agency:
Raindrop, San Diego
Chief Creative Officer:
Jacques Spitzer
Creative Director:
Andrew Catania
Associate Creative Directors:
AJ Know: ACD, Copy; Jennifer Torano: ACD, Art
Art Director:
Ray Varela-Romero
Copy Supervisor:
Dallas McLaughlin
Senior Copywriter:
Armando Torres
Director of Account:
Eric Privott
Senior Account Manager:
Brennan de Aguirre
Associate Account Manager:
Ellie Massimino
Designer:
Ray Varela-Romero
Photographer:
Michael Carr
Head of Production:
Tom O’Hara
Production Company:
Smith and Union, Nashville
Director:
Chris Francis
Executive Producer (production co):
Jamie Apodaca
Producer (production co):
Colleen McCreesh
Director of Photography:
Madison Dyer
Postproduction & Editorial:
Raindrop, San Diego
Director of Postproduction:
Arunas Astramskas
Editor:
Ivan Burgueno
Motion Designer:
Catalina Rodriguez
Sound Design:
Raindrop, San Diego
Sound Designer:
Zach Andrews
Visual Effects:
Raindrop, San Diego
Visual Effects Editor:
Zach Andrews
