The partnership stems from a social media dynamic that has garnered Mirante 7.8 million combined followers across TikTok and Instagram. Since adopting the kitten in March, Mirante began featuring Chef in skits that highlight the cat’s demanding personality and preference for high-quality proteins. The collaboration officially kicked off in July with a video featuring Chef lounging amidst stacks of Reveal products, jokingly warning his owner of dire consequences should his meal quality dip.

Candace Chau, brand manager at MPM, described the deal as one of the company’s most significant ambassador partnerships. For Mirante, the collaboration provides a creative outlet to expand Chef’s character while leaning into the trend of modern 'cat dads' who prioritize premium nutrition for their pets. The brand, which emphasizes grain-free ingredients like real fish and poultry, views the content as a natural extension of its mission to treat feline mealtime as a premium experience. Moving forward, the duo plans to release one video per month, integrating Reveal’s range of patés, fillets, and broths into Chef’s increasingly demanding fictional repertoire.