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Hartz: "Unconditional Love Confessions" Campaign
Pet owners are reported to be more likely to reduce food, transportation, healthcare, housing, and even insurance before cutting down on pet-related expenses. Likewise, studies show furry friends can boost and improve mental health.
To celebrate this special, two-way relationship, leading petcare brand Hartz has partnered with creative and media agency of record Cutwater to launch a social-forward campaign. Entitled "Unconditional Love Confessions", it captures pet parents admitting the peculiar behaviors and constant needs they secretly find endearing about their dogs and cats. The pet habits and quirks are rooted in universal truths. The confessions include remembering a dog’s birthday over a husband’s, feeding a jealous fur baby in a high chair, as well as bonding with an elderly, furry companion via howling, to name a few. https://www.youtube.com/watch?v=qv4MaR5vXhI A vast and robust content library, anchored by a series of social films, will run throughout paid and owned channels. Most notably, the push signals the first significant marketing initiative on a masterbrand-level for Hartz. The U.S. pet market, a space many are deeming as recession-resistant, is forecasted to top $250 billion by 2030. To reach Millennial and Gen Z audiences, the media strategy boasts a buy across Meta (Facebook / Instagram) and TikTok. The work expands upon the recent "Unconditional Love" brand platform, which was also developed and rolled out by Cutwater. https://www.bestadsontv.com/ad/148360/Hartz-The-Talk-Cat https://www.bestadsontv.com/ad/148361/Hartz-The-Talk-Dog https://www.bestadsontv.com/ad/148362/Hartz-All-Bees-No-Fleas
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