Musical brand

Newly Rebranded Petcare Brand Has the Cat Lick in Catchy Campaign and Jingle

Leading pet care brand Hartz and leading creative and media agency, Cutwater, with offices in San Francisco and New York, have teamed up to launch a playful campaign for Delectables, the wet treats for cats.

The campaign, titled “Deliciously De-Lick-able Delectables”, focuses on two spots reinforcing the Delectables name in a fun direction through alliteration and repetition. ‘Grocery Store’ features a wife begging her husband for a quick supply of more Delectables licky treats while their cats meowing excitedly lick their bowls clean. “Lick Interruption” centers on a guest watching a pet owner’s cuddly, purring cat paws more and more of a Delectables Squeeze Up. Both stories end with the debut of the all-new hero cat, an orange tabby, and a catchy tagline and jingle: “Deliciously De-Lick-able Delectables”, which was composed by musical artist Sean McVerry (who recently won the “Battle of the Instant Songwriters” on The Tonight Show Starring Jimmy Fallon). The parts were made by David Hicks of the production company Spears & Arrows. Editorial was directed by Cutters and VFX was executed by Universal Production Partners (UPP).

“Our approach was to own the lick. It is an intrinsic element of all wet cat treats, especially Delectables. We found relatable moments that pet parents could relate to and where subtle humor could play a part. The talent and collaborative spirit of our human cast and, of course, the feline stars helped bring the jokes to life,” says Cutwater founder and CCO Chuck McBride. “The Hartz and Cutwater teams loved the idea of ​​coming up with a tongue-twisting tagline and a whole new word, De-Lick-able, to go with it. We think that’s an endorsement that Delectables can carry on. to be used for the future.

The job marks the first major campaign after rebranding for Hartz and Delectables. The visual identities of each rolled out logos, color palettes, typography, photographic elements, updated packaging, and more. The project also comes on the heels of Cutwater winning the creative and media agency of the record title for Hartz.

Hartz CMO Tina LeLay says, “With this work, the Hartz and Cutwater teams sought to not only launch a new campaign for our brand, Delectables, but also introduce an entirely new form of product. Since wet cat treats are relatively new compared to the old standard dry treats, many cat parents are still unaware that there is a better way to show their finicky cats joy and affection. These stains make it clear that wet treats are the superior form of treat, and only the Delectables are delicious enough for cats to lick the bowl every time.

The media strategy is benefiting from robust buying across national TV, digital, social, display and search channels. Partnerships include Amazon, Walmart, TikTok, BuzzFeed, YouTube, and Hulu, to name a few. Paid support will be complemented by influencer collaborations highlighting the connections pet parents and families have with their cats through Delectables Lickable Treat and Squeeze Up items.

According to Caitlin Delaney, senior media supervisor at Cutwater, “Our studies have revealed that Gen Z and Millennials currently make up the largest cat-owning households at around 30%, but they only account for 10% of treat sales. wet for cats, which is less than any other generation. . Since the competitive landscape is mostly populated by traditional TV and print platforms aimed at Gen Xers and baby boomers, digital offers a unique opportunity for awareness and conversion among younger demographics. We’ve secured truly thoughtful homes for creation, aligning with related content and using powerful data to target the right users. I look forward to the personalized influencer content that is coming and continue to capitalize on the new and ever-changing digital media landscape. »

Hartz Chief Marketing Officer, Dai Kageyama, adds, “We are all thrilled to finally be able to launch this new campaign, and I can’t wait to see more cat families discover Delectables. During the planning stages, e-commerce partners played a key role in creating and establishing a comprehensive presence, while video tactics were used to increase awareness. Our wet cat treats have the power and magic to deepen the owner-cat relationship, turning treat time into a time of love, joy and affection.

Delectables products are available for purchase in-store and online at retailers across the United States.


Customer: hartz

Marketing Director: Tina Le Lay

Marketing Director: Dai Kageyama

Marketing Director: Stacy Kisla

Senior Manager, E-Commerce Marketing: Kimberly Moran

Marketing Intern: Ryohei Kubo

Agency: cutting water

Founder and Creative Director: Chuck McBride

Principal & President: Christian Hughes

Group Creative Director: Adam Vohlidka

Creative Director: Scott Padden

Artistic director: Alexandra Ebright

Editor: Taylor Smith

Designate: Hichem Kherbachi

Strategist: Jake Baldridge

Director of Creative Strategy and Head of Social Media: Viktor Torbjornsen

Social Media Marketing Manager: Ashley Female

Head of Production: Brian Cooper

Media & Communication Manager: Lizzie Ryan

Senior Media Supervisor: Caitlin Delaney

Media Planner: Allie Gorton

Group Account Director: Courtney Griffin

Account director : Brett Harris

Executive account: Mark Cruz

Project Manager: Ana Elejalde

Production: Spears and Arrows

Director: David Hicks

General director: Jason Wolk

Head of production: Justin Cormier

CFO: James Stern

Main producer: Craig Houchin

Producer: Rocky Bice

Editorial: Chicago strawberries

Executive producer: Heather Richardson

Producer: Marek Luczak

Visual effects: Universal Production Partners (UPP)

Producer: Vaclav Machuta

Production director: Terezam Trnkova