The Shared Life of Pets and Families
Petcare brand Hartz and creative media agency of record Cutwater have partnered to launch a new brand platform and national campaign. The brand platform, entitled “unconditional love,” celebrates the shared life between pet families and their cats and dogs. The campaign provides brief glimpses into the challenges and rewards of pet parenthood.
The first wave of spots reinforces Hartz’s trusted flea & tick offerings. The pieces were directed by Rodrigo Garcia Saiz of production company Central Films North. Editorial and VFX were executed by Acreage Editorial and Warm & Fuzzy, respectively.
The work debuts several milestones — including a new logo, tagline, and sonic identity — for Hartz. It also follows the “Deliciously De-Lick-able Delectables” campaign for Delectables wet cat treats and the “#MyOinkiesFace” social media push for the recently rebranded Oinkies dog treats.
Hartz CMO Tina LeLay says: “Petcare is one of the most exciting industries to be a part of, but the problem is that most companies only spotlight pet ownership as one-dimensional during communications efforts. ‘Unconditional love’ embraces the whole experience of pet families, even the challenging moments.”
According to Cutwater Head of Media and Communications Lizzy Ryan, “Our target audience was Millennial and Gen Z consumers. To further position Hartz’s flea & tick portfolio as premium innovations, we centered our tactics around driving awareness, product trial, and e-commerce sales. Based on learnings, I foresee some interesting opportunities for growth, specifically the cat collars landscape, which is less cluttered than its dog counterpart, and the rising natural petcare space.”
