Kattovit Gets Its First-Ever Cross-Media Brand Campaign From Häppy
Updated: Sep 1
TL;DR: Agency Häppy has rolled out the first-ever cross-media brand campaign — anchored by a debut TV spot — for Finnern's specialist cat-food brand Kattovit, a case study in a niche brand stepping up to mass-market brand-building.
A niche brand steps into the spotlight
Agency Häppy has launched the first cross-media brand campaign for Kattovit, the specialist cat-food brand owned by Finnern. Anchored by the brand's first-ever TV spot — flagged from around 14 August, with the full campaign written up on 24 August 2026 — the work moves Kattovit out of its communicative niche and into mass-market brand-building.
The creative targets everyday cat-owner concerns, grounding a specialist product in relatable, real-life pet-ownership moments.
Why niche specialists go broad
Specialist brands often win a loyal core but hit a ceiling on awareness. A first cross-media, TV-led campaign is the classic move to break out of the niche and recruit new buyers who don't yet know the brand exists.
The risk is dilution — losing the specialist credibility that made the brand distinctive. Kattovit's answer is to keep the specialist positioning while broadening reach, using relatable cat-owner scenarios rather than abandoning its expertise.
Marketing Minute's read: penetration is the growth lever
Our take: this reflects a well-evidenced marketing truth — brands grow primarily by increasing penetration (reaching more buyers), not just by deepening loyalty among existing ones. A niche brand's biggest opportunity is usually the people who've never heard of it.
TV remains the most efficient reach medium for that job. For a specialist brand with a strong proposition but low awareness, a first broad campaign is often the highest-leverage marketing investment it can make.
What businesses should take from it
If you have a loyal niche but stalled growth, the lever is usually reach, not deeper loyalty. Prioritise recruiting new buyers who don't yet know you.
Broadening reach doesn't mean abandoning your positioning. Kattovit keeps its specialist credibility while making the message relatable — expand the audience, not dilute the brand.
Quick FAQ
What is Kattovit's new campaign?
It's the specialist cat-food brand Kattovit's first-ever cross-media brand campaign, by agency Häppy, anchored by its debut TV spot, written up on 24 August 2026 and targeting everyday cat-owner concerns.
Why is a niche brand launching a broad TV campaign?
Specialist brands often plateau on awareness. A first cross-media, TV-led campaign recruits new buyers beyond the loyal core — increasing penetration, the main driver of brand growth.
Doesn't going broad risk the specialist positioning?
It can, but Kattovit keeps its specialist credibility while using relatable cat-owner scenarios to broaden appeal — expanding reach without diluting the brand.
Brands grow by reaching more buyers, not just by loving their existing ones harder. A niche specialist's biggest opportunity is the huge audience that's never heard of it — and a first TV-led campaign is usually the highest-leverage investment it can make. — Daniel Nikolla, Founder of Merx Marketing
Penetration, not loyalty, is the main growth lever — a niche brand's biggest opportunity is the buyers who don't yet know it exists.
Is your growth plan built on deeper loyalty, or on reaching the buyers who've never heard of you?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: W&V, PetOnline.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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