Petsafe Boxes Clever



PetSafe boxes clever
16th March 2017

By Karen Pickwick

PetSafe brand has launched a tongue-in-cheek digital campaign – Catspiracy – to promote its self-cleaning litter boxes to UK pet owners.
The new campaign, centering on the ScoopFree Original Self-Cleaning Litter Box, 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 video, cats watch their owners’ odd behavioral shift after buying 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 has debuted this week on Facebook and YouTube and can be viewed at
The star of Catspiracy, the ScoopFree Original Self-Cleaning Litter Box, is the only self-cleaning litter box that uses disposable litter trays to provide hands-off convenience and unbeatable odour control, PetSafe says.

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