Japanese-owned petcare brand Hartz and creative and media agency of record, Cutwater, have partnered to launch a new campaign for Delectables, the wet cat treats. The campaign features two spots highlighting the Delectables name through alliteration and repetition.
Called “Deliciously De-Lick-able Delectables”, the sont was composed by musical artist Sean McVerry, who recently won the “Battle of the Instant Songwriters” segment on The Tonight Show Starring Jimmy Fallon.
“Our approach was to own the lick. It’s an intrinsic element to all wet cat treats, especially Delectables. We found relatable moments that pet parents could understand and where subtle humor could play a role. The talent and collaborative spirit from our human cast and, of course, feline stars helped bring the jokes to life”, said Cutwater Founder and CCO Chuck McBride.
“The Hartz and Cutwater teams loved the idea of inventing a tongue-twisting tagline and an entirely new word, De-Lick-able, to go along with it. We believe this is a sign-off that Delectables can continue to tap into for the future.”
“With this work, the Hartz and Cutwater teams sought out to not only launch a new campaign for our brand, Delectables, but also introduce a whole new product form,” said Hartz CMO Tina LeLay.
Hartz Director of Marketing Dai Kageyama added, “We’re all excited to finally push out this new campaign, and I can’t wait to see more cat families get to know Delectables. During the planning stages, ecommerce partners were key to building and establishing a full-funnel presence while video tactics were leaned into for driving awareness. Our wet cat treats have the power and magic to deepen the owner-cat relationship, transforming treating time into a moment of love, joy, and affection.”
The work signals the first major campaign following the rebrands for both Hartz and Delectables. The visual identities of each rolled out refreshed logos, color palettes, typography, photography elements, packaging, and more. The project also comes on the heels of Cutwater winning the creative and media agency of record title for Hartz.
Credits
Client: Hartz
Chief Marketing Officer: Tina LeLay
Director of Marketing: Dai Kageyama
Director of Marketing: Stacy Kisla
Senior Manager, Ecommerce Marketing: Kimberly Moran
Marketing Trainee: Ryohei Kubo
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes
Group Creative Director: Adam Vohlidka
Creative Director: Scott Padden
Art Director: Alexandra Ebright
Copywriter: Taylor Smith
Designer: Hichem Kherbachi
Strategist: Jake Baldridge
Director of Creative Strategy & Head of Social: Viktor Torbjörnsen
Social Media Marketing Manager: Ashley Feminella
Head of Production: Brian Cooper
Head of Media & Communications: Lizzy Ryan
Senior Media Supervisor: Caitlin Delaney
Media Planner: Allie Gorton
Group Account Director: Courtney Griffin
Account Director: Brett Harris
Account Executive: Marc Cruz
Project Manager: Ana Elejalde
Production: Spears & Arrows
Director: David Hicks
Managing Director: Jason Wolk
Head of Production: Justin Cormier
CFO: James Stern
Senior Producer: Craig Houchin
Producer: Rocky Bice
Editorial: Cutters Chicago
Executive Producer: Heather Richardson
Producer: Marek Luczak
VFX: Universal Production Partners (UPP)
Producer: Václav Machuta
Production Manager: Terezam Trnkova
