The Marketing Playbook That Propelled This Cat Food Brand to $100 Million in Less Than a Decade

Smalls co-founders Matthew Michaelson and Veronica del Rosario have quadrupled their advertising budget in the past two years.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Matthew Michaelson and Veronica del Rosario, the co-founders of Smalls. Illustration: Inc.; Photos: Courtesy company

Matthew Michaelson and Veronica del Rosario relish cat discourse. The co-founders of Smalls, a fresh cat food brand, have funneled all of that collective love, hate, and misunderstanding about the beloved pets, which often get reduced to second billing below dogs, into a marketing machine that propelled their startup to $100 million in annual revenue last........

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