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In 2024, pet owners spent a whopping $1.5 billion dollars on Valentine’s Day gifts for their pets. For cat families in particular, "My Cat Is My Valentine" is a trending sentiment. … read more
To celebrate the most romantic day of the year, leading petcare brand Hartz, which is owned by Japanese CPG giant Unicharm, as well as creative and media agency of record, Cutwater, have teamed together to launch an influencer-led activation for Delectables, America’s #1 wet cat treat.
The activation, affectionately titled "#BeMyMainSqueezeUp", partners with cat personalities and digital creators to spread the love with their feline friends. Driven by a series of social shorts, the pieces unveil a limited edition, heart-shaped box filled with NOT chocolate, but… Delectables Squeeze Up instead! Audiences are encouraged to submit videos and pictures of their cats with their favorite Delectables Squeeze Up treats for the chance to win their own special box.
The influencer collaborations boast top names, such as Pearl’s Ragdolls (@pearlsragdolls), Champagne (@champagneunicorns), and DieselCat | Memes (@itsdieselcat). The work will be supported by organic efforts and paid media on Instagram.
Delectables "#BeMyMainSqueezeUp" | @pearlsragdolls:
https://vimeo.com/1055284722/e6f4acb43e
Delectables "#BeMyMainSqueezeUp" | @champagneunicorns:
https://vimeo.com/1055286013/b3fd9f2e43
Delectables "#BeMyMainSqueezeUp" | @itsdieselcat:
https://vimeo.com/1055285611/7cfc004f61
Hartz has received a tremendous volume of entries, garnering around 1.9 M impressions and over 12 K engagements.
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
Marketing Director (Cat Treats): Louisa Guo
Associate Brand Manager (Cat Treats): Matina Ypsilantis
Marketing Coordinator (Cat Treats): Madeline Canete
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes
Creative Director: Amy Su
Creative Director: Teddy Miller
Head of Production & Executive Producer: Doug Stivers
Strategist: Jake Baldridge
Head of Media and Communications: Lizzy Ryan
Media Director: Wesley Cason
Associate Director, Media Strategy: Caitlin Delaney
Head of Paid Social: Joseph Gudino
Data Analyst: Jake Buchanan
Head of Social Media: Kristyn Mangiamele
Social Media Manager: Ashley Feminella
Group Account Director: Greg Masiakos
Account Director: Brett Harris
Senior Account Executive: Marc Cruz
Senior Project Manager: Ana Elejalde
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