Main petcare model Hartz and inventive and media company of file, Cutwater, with places of work in San Francisco and New York Metropolis, have teamed collectively to launch a playful marketing campaign for Delectables, the moist cat treats.
The marketing campaign, entitled “Deliciously De-Lick-able Delectables”, focuses on two spots reinforcing the Delectables identify in a enjoyable path via alliteration and repetition. “Grocery Retailer” contains a spouse asking her husband to shortly fill up on extra Delectables Lickable Deal with whereas their meowing cats enthusiastically lick their bowls clear. “Lick Interruption” facilities round a visitor observing a pet proprietor’s cuddly, purring cat pawing for increasingly of a Delectables Squeeze Up. Each narratives conclude with the debuts of the all-new hero cat, an orange tabby, in addition to catchy tagline and jingle: “Deliciously De-Lick-able Delectables”, which was composed by musical artist Sean McVerry (who just lately received the “Battle of the Instantaneous Songwriters” section on The Tonight Present Starring Jimmy Fallon). The items had been directed by David Hicks of manufacturing firm Spears & Arrows. Editorial was led by Cutters, and VFX was executed by Common Manufacturing Companions (UPP).
“Our method was to personal the lick. It’s an intrinsic factor to all moist cat treats, particularly Delectables. We discovered relatable moments that pet mother and father might perceive and the place delicate humor might play a task. The expertise and collaborative spirit from our human solid and, in fact, feline stars helped convey the jokes to life”, explains Cutwater Founder and CCO Chuck McBride. “The Hartz and Cutwater groups cherished the concept of inventing a tongue twisting tagline and a wholly new phrase, De-Lick-able, to associate with it. We imagine it is a sign-off that Delectables can proceed to faucet into for the longer term.”
The work alerts the primary main marketing campaign following the rebrands for each Hartz and Delectables. The visible identities of every rolled out refreshed logos, coloration palettes, typography, pictures components, packaging, and extra. The undertaking additionally comes on the heels of Cutwater profitable the inventive and media company of file title for Hartz.
Hartz CMO Tina LeLay says, “With this work, the Hartz and Cutwater groups sought out to not solely launch a brand new marketing campaign for our model, Delectables, but additionally introduce an entire new product kind. Since moist cat treats are comparatively new versus the previous customary dry treats, many cat mother and father are nonetheless unaware that there’s a greater method to present delight and affection to their finicky cats. These spots make it clear moist treats are the superior treating kind, and solely Delectables are scrumptious sufficient for cats to lick the bowl clear each time.”
The media technique boasts a strong purchase throughout nationwide TV, digital, social, show, and search channels. The partnerships embody the likes of Amazon, Walmart, TikTok, BuzzFeed, YouTube, and Hulu, to call a number of. The paid help shall be complemented by influencer collaborations highlighting pet mother and father and households bonding with their cats by way of Delectables Lickable Deal with and Squeeze Up objects.
In line with Cutwater Senior Media Supervisor Caitlin Delaney, “Our research discovered that Gen Z and Millennials at present signify the most important cat proudly owning households at round 30%, however they solely issue into 10% of moist cat deal with gross sales, which is lower than every other era. Contemplating the aggressive panorama is primarily populated with conventional TV and print platforms focused towards Gen X and Child Boomers, digital supplies a singular alternative for consciousness and conversion among the many youthful demographic units. We secured actually considerate properties for the inventive, aligning with associated content material and utilizing highly effective information to focus on the appropriate customers. I sit up for the customized influencer content material that’s coming down the pike in addition to persevering with to capitalize on the brand new and ever-changing digital media panorama.”
Hartz Director of Advertising and marketing Dai Kageyama provides, “We’re all excited to lastly push out this new marketing campaign, and I can’t wait to see extra cat households get to know Delectables. Through the planning levels, ecommerce companions had been key to constructing and establishing a full-funnel presence whereas video techniques had been leaned into for driving consciousness. Our moist cat treats have the ability and magic to deepen the owner-cat relationship, remodeling treating time right into a second of affection, pleasure, and affection.”
Delectables merchandise can be found for buy in-store and on-line at retailers all through the U.S.
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