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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 … read morefurry 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
read less...Credits:
Client: Hartz
President and Chief Operating Officer: Tina Le Lay
Vice President of Marketing: Dai Kageyama
Senior Director of Marketing (Cross-Category): Stacy Kisla
Senior Director of Marketing (Cat Treats): Gregg Herman
Marketing Director (Hygiene): Louisa Guo
Marketing Director (Animal Health) Kaz Hyodo
Senior Brand Manager (Dog Treats & Toys): Jack Jensen
Senior Brand Manager (Cat Treats): Stephanie Kreuder
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes
Creative Director: Amy Su
Creative Director: Teddy Miller
Senior Copywriter: Taylor Smith
Senior Art Director: Lexi Lanzi
Executive Producer: Doug Stivers
Producer: Eric Weiner
Strategist: Jake Baldridge
Head of Media and Communications: Lizzy Ryan
Head of Paid Social: Joseph Gudino
Media Director: Wesley Cason
Associate Director, Media Strategy: Caitlin Delaney
Group Account Director: Greg Masiakos
Account Director: Brett Harris
Senior Account Executive: Marc Cruz
Project Manager: Ana Elejalde
Production: Good Measure
Executive Producer: Charles Son
Director: John Irwin
Producer: Justin Oberman
Production Manager: Anna Lillie
Audio Mixer: Paul Gonzales
VTR: Sam Baek
Makeup Artist: Yuriko Bondies
Production Designer: Ava Jones
Art Assistant: Eric Moore
Production Assistant: Elise Ma
Production Assistant: Edgar Cortes
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