Fresh Step and Ariana Madix challenge singles to “date cats, not humans” this Valentine’s Day
By Patrice Sherman, Earned Media Lead – Marketing
Fresh Step is flipping the script on Valentine’s Day with a simple idea: if modern dating feels complicated, maybe the better match is a cat.
The brand is partnering with actress, reality television star and self-professed cat lover Ariana Madix and Best Friends Animal Society in their “Date Cats, Not Humans” campaign, an initiative to broaden awareness of adoption opportunities and drive meaningful engagement with consumers.
Why it matters
Kicking off Fresh Step’s brand refresh, this Valentine’s Day partnership boosts adoption efforts and demonstrates Fresh Step’s dedication to supporting shelters, cats and the people who love them. It reinforces the brand’s commitment to delivering a superior consumer experience and helps strengthen emotional connections with today’s pet owners to fuel long-term growth.
How it works
Beginning Feb. 3, a branded PSA and social media posts, featuring longtime cat lover Ariana Madix, are encouraging people to “swipe right” on feline friends and connect with Best Friends Animal Society to start the adoption process. The adoptable felines are featured in the brand’s take-over of a popular dating app and at bestfriends.org/FreshStep. You can also follow the campaign on TikTok and Instagram at @FreshStep.
Fresh Step is supporting new adopters by offering*:
Free adoption fees through its partnership with Best Friends Animal Society during Valentine’s Day weekend (Feb. 13–16)
One month of free litter redeemable at Walmart or Walmart.com
By the numbers
New YouGov research** commissioned by Fresh Step reveals that having a cat doesn’t replace a romantic partner. It might actually make you a better one.
Cat owners are more trusting:
Only 8% say they struggle to trust others with their emotions vs. 13% of all adults.
Cat owners celebrate love:
85% plan to celebrate Valentine’s Day, above the national average.
Cats help with matches:
11% of dating app users say they’d swipe right for someone with a cat in their photos.
The bottom line
Fresh Step’s social-first activation directly supports Clorox’s IGNITE strategy, which focuses on strengthening engagement and fueling growth. The brand refresh includes redesigned packaging for easier in-store and online shopping, along with product updates informed by what matters most to pet parents: clearer benefits, easier navigation, and the same strong odor control and reliable performance they trust.
*Cat adoption fees covered Feb. 13-16, up to $10,000 in total adoption-fee coverage. Free Litter offer provided via $20 digital coupon for each adoption in the month of February from Best Friends Animal Society, valid at Walmart or Walmart.com. Limit one per household.
**All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,617 US adults, among whom 835 were cat owners. Fieldwork was undertaken between January 12–14, 2026. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).