Petcare Leader, Hartz, and Agency of Record, Cutwater, Protect Furry Friends From Outdoor Pests in unconditional love Campaign

Latest creative work and media plan unveil brand platform rooted in the realities and benefits of pet parenting

Leading petcare brand Hartz and creative and media agency of record, Cutwater, with offices in San Francisco and New York City, have partnered together to launch an all-new brand platform and national campaign.

Dog Flea & Tick Collars. “All Bees, No Fleas” focuses on the power of plant-based ingredients. The imagery visualizes a pet owner and dog intimately bonding indoors and outdoors — complete with adorable matching outfits — thanks to the maximum botanical Flea & Tick protection of Nature’s Shield. The pieces were directed by Rodrigo Garcia Saiz of production company Central Films North. Editorial and VFX were executed by Acreage Editorial and Warm & Fuzzy, respectively.

dog treats. Both projects featured influencer collaborations throughout Instagram and TikTok.

The media strategy boasts a robust buy across nationwide digital, social, display, and search channels. Retailers include the likes of Amazon, Chewy, and Walmart. According to Cutwater Head of Media and Communications Lizzy Ryan, “Our target audience was Millennial and Gen Z consumers. To further position Hartz’s flea & tick portfolio as premium innovations, we centered our tactics around driving awareness, product trial, and ecommerce sales. Based on learnings, I foresee some interesting opportunities for growth, specifically the cat collars landscape, which is less cluttered than its dog counterpart, and the rising natural petcare space.”

Home Protection Dog Pads to a social good initiative for Hartz Loving Paws.

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Credits:

Client: Hartz
Chief Marketing Officer: Tina LeLay
Senior Director of Marketing: Stacy Kisla
Senior Director of Marketing: Gregg Herman
Senior Manager, Ecommerce Marketing: Kimberly Moran
Brand Manager: Aaron Baumgarten
Assistant Brand Manager: Alexandria Garcia
Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes
Senior Art Director: Alexandra Ebright
Senior Art Director: Lexi Lanzi
Senior Copywriter: Taylor Smith
Designer: Hichem Kherbachi
Strategist: Jake Baldridge
Director of Creative Strategy & Head of Social: Viktor Torbjörnsen
Social Media Marketing Manager: Ashley Feminella
Executive Producer: Jason Souter
Head of Media & Communications: Lizzy Ryan
Associate Media Director: Caitlin Delaney
Senior Media Supervisor: Holly McKinzie
Group Account Director: Courtney Griffin
Account Director: Brett Harris
Account Executive: Marc Cruz
Project Manager: Ana Elejalde
Production: Central Films North
Executive Producer: John C. Barreiro
Director: Rodrigo Garcia Saiz
Producer: Maeliosa Tiernan
Editorial: Acreage Editorial
Editor: Crandall Miller
Post / VFX: Warm & Fuzzy
Head of Production: Chris Grey
VFX Supervisor: Elliot Fan
Producer: Andrew Jerez