In the never-ending battle for truth, justice and the American clay-free litter box, those madcap felines at Cats Against Clay are at it again.

In the wake of this sweeping public protest, the hardworking staff at Campaign Outsider has done a little investigative reporting to find out who’s behind this movement.

And what did we turn up? The investigative reporting of someone else – namely Brian Quinton at The Big Fat Marketing Blog, who wrote this at the end of last month:

If you’re the type of person who knew that Friday, April 30, was National Hairball Awareness Day, then Feline Pine wants your attention. And they’re trying to get it by making you just a bit suspicious that your cat is plotting against you.

That’s the explanation behind a series of roadside billboards and sidewalk stencils purporting to come from a mysterious organization Cats Against Clay, and reaching a new peak in a full-page ad in the New York Times promising a struggle against some unnamed feline injustice. “Cats will have the last word,” the ad read. “Victory.”

Too soon to tell whether this marketing campaign is a winner. But it is fun.