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Delectables: "Deliciously De-Lick-able Delectables” | “Lick Interruption”
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Leading petcare brand Hartz and creative and media agency of record Cutwater have team together to launch a campaign for Delectables, the wet cat treats.
The campaign, entitled “Deliciously De-Lick-able Delectables”, introduces more pet families to Delectables via tongue twisters and proud ownership of the lick, an element found within all wet cat treats. The two spots, “Grocery Store” and “Lick Interruption”, highlight the Delectables Lickable Treat and Delectables Squeeze Up products respectively. Both narratives unveil the all-new, 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" segment on The Tonight Show Starring Jimmy Fallon). "Grocery Store": https://www.youtube.com/watch?v=fMUV6tVeCJA “Lick Interruption”: https://www.youtube.com/watch?v=Qh6arNHYHi4 The pieces were directed by David Hicks of production company Spears & Arrows. Editorial was led by Cutters, and VFX was executed by Universal Production Partners (UPP). The project signals the first major campaign following the rebrands for both Hartz and Delectables. It also comes on the heels of Cutwater winning the creative and media agency of record title for Hartz. The media strategy boasts a robust buy across nationwide TV, digital, social, display, and search channels as well as influencer collaborations. The partnerships include the likes of Amazon, Walmart, TikTok, BuzzFeed, YouTube, Hulu, and more.
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