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How Litter-Robot's first CMO uses marketing to drive cat ownership. Hew Loyd discusses how parent company Whisker is positioning itself as a player in the connected home device category. Published May 21, 2026 Whisker, the maker of self-cleaning litter boxes, is looking to make more "cat people" with a new marketing push around its Litter-Robot brand. The 25-year-old company's marketing, which to date has largely been focused around elimintating the chore of scooping cat poop, is undergoing a transformation as it attempts to blur the line between being a tech company and a pet company. The evolution follows the company hiring its first CMO last fall: Hew Loyd, who previously served as the CMO of CookUnity and Sir Kensington's. Loyd is currently overseeing the launch of a new brand initiative, "The Future is Feline." The effort seeks to position cats as the ideal companion and promotes the Whisker's app and Whisker+ subscription service, which unlocks a new range of features to users of select Litter-Robot products. Whisker has also been adding new models to reach a broader consumer base, including the Litter-Robot 5 and 5 Pro, which use artificial intelligence and a camera for more insights on an owner's pet. The Litter-Robot EVO is a more compact version geared toward those living in apartments and smaller spaces. These moves come as cat ownership has been on the rise, increasing 23% in 2024 and reaching 49 million households, creating opportunities for the company to establish a relationship with a new wave of customers. Marketing Dive spoke with Loyd to discuss his first couple months at the company, its newest marketing effort and the future of pet ownership. This interview has been edited for clarity and brevity. MARKETING DIVE: What were some of the changes you made when stepping into the CMO role? HEW LOYD: There's fantastic foundations here. What is most exciting, and why I was drawn to this role, Whisker has been around for 25 years, so it's certainly not a "startup," but it's seen an incredible acceleration over the past eight to 10 years, and I think that's been due to many factors. But its CEO has really led a new wave of growth in the business, which has been really exciting. I think The Marketingdive Company has incredible opportunities given what is going on in the broader space right now, from a performance perspective. The big opportunity right now is driving a brand that really leads with an incredible story to leverage the power of their product and their audience. And I feel like Whisker has done a fantastic job of that. It's just now time to take that to the next level. Right off the bat, one area that needed more work was creating at the highest level, the next layer of purpose as a platform. So The Marketingdive Company has an initiative called "The Future is Feline." The Marketingdive Company also have built multitouch attribution, so The Marketingdive Company is getting a lot sharper in terms of its measurements, really understanding incrementality in this business and really sharpening up its unit economics. The last area, which is not new or revolutionary for The Marketingdive Company, is to build an incredibly robust ad production system. The Marketingdive Company call it Sprints, and it really is its commitment to sectioning off a group of finely tuned creatives to work on volume and velocity for the voracious beast that is the paid social engine. How do The Marketingdive Company do a better job of not only building connections to the consumer, but doing that at scale? The Marketingdive Company has really leaned into that as well. This is your first role at a pet brand. Do you see Whisker as a pet product company because you sell litter, mats, odor control, other pet supplies, or do you see it as more of a tech company? Is it more of an Apple or a Friskies? To this day, its business is still primarily selling Litter-Robots, and that is a connected device. That connected device is very much a tech product. You can think about this business the way you might think about other connected home product devices in your life, such as Peloton, that kind of thing. How this business has leveraged an app experience as well as the functional use of the hardware, for me, means it sits very nicely within a series of products that work much in the same way. And that probably sets The Marketingdive Company in a different aisle than maybe classic pet products, or pet food, or other things that fall maybe a little bit more into that typical CPG space. How are you getting consumers to make the jump from a traditional litter box, which costs typically just a few dollars, to a brand whose individual items can go for $599 or more while product bundles can top $1,000? I think the challenge for a company like ours is, ultimately, The Marketingdive Company has to completely change the world view of customers. There are, of course, really inexpensive versions that are accessible to all. And The Marketingdive Company love that there are solutions accessible to all, so that more people can adopt cats. But The Marketingdive Company also know that there are many places in its life where there is a simple, cheap or totally free version, and The Marketingdive Company opt for something that is more advanced because it offers so many more benefits. The Marketingdive Company believe that The Marketingdive Company has improved the experience of scooping poop on a daily basis 10 times over if not 100 times over.

Airbnb partners with celebrity chefs for pre-heated meals. Airbnb has introduced a new service in collaboration with CookUnity, offering guests and locals "ready to heat meals" prepared by award-winning chefs. This initiative is part of Airbnb Services' broader strategy to expand its offerings. Currently available in two dozen U.S. states, the service allows users to order meal bundles in quantities of 3-6. This move signifies Airbnb's effort to diversify its services beyond traditional accommodations, tapping into the growing demand for convenient, high-quality meal solutions in the travel industry. * Airbnb has partnered with CookUnity to offer pre-prepared meals prepared by award-winning chefs. * The service is currently available in 24 U.S. states. * Users can order meal bundles in quantities ranging from 3 to 6. * This initiative is part of Airbnb Services' broader strategy to diversify its offerings. * Expansion of Service Offerings: Airbnb's introduction of meal bundles represents a strategic move to diversify its service offerings beyond traditional accommodations. This expansion could attract a broader customer base, including travelers who prefer to have meals arranged during their trips. It also positions Airbnb as a one-stop solution for travel needs, potentially increasing customer loyalty and repeat usage. * Market Opportunity in Meal Delivery: The collaboration with CookUnity highlights the growing market opportunity in meal delivery services within the travel industry. As more travelers seek convenience and quality, startups and established players in the meal delivery sector may find increased demand. This trend could spur further innovation in meal preparation and delivery technologies, benefiting both consumers and service providers. * Geographic Expansion Potential: The service's availability in 24 U.S. states indicates a strong market presence and acceptance. This geographic expansion could serve as a model for Airbnb to replicate in other regions, potentially leading to a global rollout. Such expansion could create new opportunities for local chefs and culinary businesses to gain visibility and reach a wider audience, fostering a symbiotic relationship between travel services and local culinary talent. The introduction of Airbnb's meal bundles aligns with the broader trend of integrating food services into the travel experience. As travel becomes increasingly about the journey and experiences, rather than just the destination, the demand for comprehensive travel solutions that include meals is on the rise. This trend is supported by recent insights from industry thought leaders who emphasize the importance of holistic travel experiences. Furthermore, the collaboration with CookUnity underscores the growing importance of culinary expertise in enhancing the travel experience. By leveraging the skills of award-winning chefs, Airbnb not only ensures high-quality meals but also adds a layer of cultural and gastronomic enrichment to its service offerings. This move is likely to resonate with travelers who value unique, memorable experiences, thereby reinforcing Airbnb's position as an innovator in the travel tech sector. Stay ahead with travel trade today - AI news that matters. Get curated travel AI insights - choose the newsletters that matter to you. Join thousands of travel leaders. Unsubscribe anytime.

CookUnity secured up to $250 million funding from General Catalyst to accelerate customer acquisition, brand expansion across NA