PetSmart launches cat selfie campaign

PetSmart is enlisting the help of a cat-loving celebrity to launch a new kind of social media campaign.

The retailer has teamed up with actress Mayim Bialik to celebrate cat ownership and encourage cat adoption. Mayim, alongtime cat lover who is very passionate about adoption, has an adopted cat named Frances, a once feral cat that was deserving of a forever home.

"Mayim embodies a new kind of cat person -- one that is chic, smart and proud to share her love of cats," said Julie White, senior director of programs, PetSmart Charities. "We're thrilled to have Mayim spread her 'cat pride' and help encourage others to consider saving a life by adopting."

The PetSmart campaign, called #MeowOUT Yourself, encourages participants to break the stereotypes about having a cat and why being a cat parent is something to be proud of.

Beginning now through July 3, consumers can enter the contest by submitting a selfie with their adopted cat using hashtag #meowOUT on the contestlanding page or via Instagram or Twitter. Mayim will choose five of her favorite selfies; the winners' and their adopted cats will be the face of today's cats and cat people featured in PetSmart Charities' promotional materials.

"Frances has taught me a lot about patience and love and has been an incredible addition to our family," said Mayim. "Adopting not only saves the life of a deserving pet, but it changes the lives of those who choose to adopt, as well."

PetSmart operates more than 1,300 stores globally.