Naturally Fresh Cat Litter, an eco-friendly cat litter brand, celebrated the “kitten season” of summer with their second annual Gotcha Day initiative. Coming off last year’s successful summer-long event, Naturally Fresh set their sights on how to make this year’s Gotcha Day celebration even bigger.

Naturally Fresh hosted a sweepstakes for the chance to win free vet care for one year, 1,000 pounds of litter donated to their favorite shelter or rescue, and more. The initiative was expanded to include seven shelters throughout four major U.S. markets (Seattle, Portland, Phoenix, and Denver), increasing the matched adoption fees donation to over $20,000. 

June and July mark the months of “kitten season”, one of the busiest times of the year for animal shelters. The Gotcha Day initiative, named after the memorable day a shelter pet is adopted, encouraged and rewarded cat adoptions by offering free new cat parent adoption kits, including a free bag of litter, throughout the two summer months. As June marked the month for American Humane’s Adopt-a-Cat Month and ASPCA’s Adopt-a-Shelter-Cat Month, this initiative aligned perfectly to unite as many adopters as possible with cat kids in need of a forever home. 

“As the busiest time of year for animal shelters and rescues with cats, kitten season is near and dear to our hearts. There’s always more we can do, which is why we wanted to expand our efforts to seven key animal shelters this year and introduce a national sweepstakes,” said Helen Cantrell, director of marketing and sales. “At Naturally Fresh, we put the health and happiness of cats and their owners at the forefront, whether that is through producing litter that’s safe for cats, their owners, and the planet, or supporting shelters with the litter and educational tools new cat parents need, we’re honored to be a part of helping 2,797 cats find their new forever homes this year.”  

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