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Delectables: Delectables "#BeMyMainSqueezeUp" | @pearlsragdolls
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.
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.
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