TRG announced today its selection as agency of record for World’s Best Cat Litter™, a brand under the Kent Pet Group umbrella. World’s Best Cat Litter is the leading natural cat litter in the U.S. The agency will be responsible for creative development, brand strategy, digital strategy, and all media planning and buying for the brand.
“We are excited and energized by the possibilities in front of us,” said Marcelo Ginestel, vice president of marketing for Kent Pet Group. “We believe at our hearts that pets make us better people, and that’s why we make products that are great for them, their families and the planet. We have an amazing product, a fantastic brand, and one of the most experienced teams in the market, and we trust TRG and their team to be the partners to help us meet our growth ambitions while continuing to do greater good.”
World’s Best Cat Litter offers a range of naturally safe litters that last longer than traditional clay products. Their unique formulas harness the power of naturally absorbent corn to guarantee outstanding odor control. Offered in a variety of clumping formulas and sizes, the planet-friendly litter is available in leading pet and grocery stores nationwide, both online and in-store. Kent Pet Group is part of the KENT® Corporation family of companies, which for nearly 100 years has been successfully delivering innovative and industry-leading products while remaining independent and family-owned.
“We are thrilled about our partnership with this world-class brand,” said Jessica Walker, principal at TRG. “Kent Pet Group and World’s Best Cat Litter’s fierce independence and people-first values align perfectly with TRG, and we can’t wait to collaborate to serve the nation’s pet parents with natural, high-performance products.”
“TRG will complement the top-notch people, culture and core values behind our World’s Best Cat Litter brand,” said Steve Gordon, president of Kent Pet Group. “We are ready to continue our story of sustainable growth rooted in a quality product that has a tremendous amount of opportunity.”
“World’s Best Cat Litter has grown to become a true leader in the natural-litter space,” said Jean Broders, director of marketing for Kent Pet Group. “Our journey continues with TRG, whom we trust will propel World’s Best Cat Litter through the growing pet marketplace with the same integrity as when our first bag was sold more than 20 years ago.”
About World’s Best Cat Litter
World’s Best Cat Litter is produced by Kent Pet Group, which manufactures and markets pet products to meet the ever-growing demand of the natural pet-product category and is a member of the KENT® Corporation family of companies, headquartered in Muscatine, Iowa. The fourth-generation family business is committed to innovating safe, natural and high-quality products that strengthen the human-pet bond. Kent Pet Group’s best-selling sustainable litter and bedding products reach customers and pet owners around the world to strengthen the bond between people and their pets. Brands include World’s Best Cat Litter™, Back-2-Nature®, Breeder’s Choice® and BreederCelect®.