The Deal
Reveal Pet Food has signed comedian and content creator Mario Mirante to a monthly branded-content agreement, deploying his 7.8 million combined TikTok and Instagram followers to extend the premium cat food brand's digital footprint. The recurring arrangement — one video per month on each platform — marks what Reveal describes as one of its most prominent ambassador partnerships to date.
Mirante built his audience through comedy sketches, but a pivot to cat content following his adoption of a kitten in March accelerated his growth. The cat, named Chef by audience vote, became the on-screen talent for a brand outreach that began organically: Reveal shipped Mirante a branded box loaded with its product line, a first video was posted in May, and a formal deal followed. The July launch video — featuring Chef surrounded by stacked Reveal cans, bags, and pouches — has since been supplemented by additional monthly installments, including a September clip in which Chef, wearing a miniature apron, rattles off a protein menu spanning tuna, chicken, mackerel, salmon, crab, shrimp, and duck.
Why It Matters
The partnership lands at a commercially sensitive moment for premium pet food. Reveal is a Certified B Corporation positioned in the grain-free, no-artificial-additives tier of the cat food market, distributed across PetSmart, Petco, Walmart, Kroger, Publix, Amazon, and Chewy. Influencer-driven marketing has become a primary acquisition channel in pet specialty, where purchase decisions are increasingly shaped by social proof rather than in-store discovery. A monthly cadence — rather than a one-off sponsored post — gives Reveal sustained algorithmic presence and compounding audience familiarity, two metrics that consumer-trend analysts in the pet category note are difficult to replicate through paid media alone.
Candace Chau, MPM Brand Manager at Reveal, called the arrangement "one of our most prominent, marquee brand ambassador partnerships," citing Chef's "spicy banter and zest for Reveal treats" as the draw for the brand's growing audience across both Mirante's and Reveal's own channels.
The sociocultural tailwind is also notable. A September 2026 New York Times feature declared the rise of the "cat dad" as a consumer identity being actively monetized by premium pet product brands — a framing that places Mirante, a self-described member of that subculture, squarely within Reveal's target demographic profile.
What's Next
For Reveal, the content series functions as a long-form brand narrative rather than a campaign with a defined end date. Mirante said the partnership gives Chef "more angles and depth as a character," suggesting the creative relationship is designed to evolve alongside the cat's developing on-screen persona. The brand's hero SKU in the partnership appears to be its Chicken Purée Lickable Treat, which Mirante describes as his cat's unconditional obsession — the kind of product-specific association that pet specialty retailers and brand managers consider a meaningful driver of repeat purchase behavior.
Reveal has not disclosed financial terms of the Mirante agreement. The next monthly installment is expected to drop across TikTok and Instagram in October.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
