Delectables "Deliciously De-Lick-able Delectables"

Agency: Cutwater


Leading petcare brand Hartz and creative and media agency of record, Cutwater, with offices in San Francisco and New York City, have teamed together to launch a playful campaign for Delectables, the wet cat treats.

“Grocery Store”

The campaign, entitled “Deliciously De-Lick-able Delectables”, focuses on two spots reinforcing the Delectables name in a fun direction through alliteration and repetition. “Grocery Store” features a wife asking her husband to quickly stock up on more Delectables Lickable Treat while their meowing cats enthusiastically lick their bowls clean. “Lick Interruption” centers around a guest observing a pet owner’s cuddly, purring cat pawing for more and more of a Delectables Squeeze Up. Both narratives conclude with the debuts of the all-new hero cat, an orange tabby, as well as catchy tagline and jingle: “Deliciously De-Lick-able Delectables”, which was composed by musical artist Sean McVerry (who recently won the "Battle of the Instant Songwriters" segment on The Tonight Show Starring Jimmy Fallon). The pieces were directed by David Hicks of production company Spears & Arrows. Editorial was led by Cutters, and VFX was executed by Universal Production Partners (UPP).

“Lick Interruption”

“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”, explains 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.”

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.

This professional campaign titled 'Delectables "Deliciously De-Lick-able Delectables"' was published in United States in September, 2022. It was created for the brand: Hartz, by ad agency: Cutwater. This Integrated medium campaign is related to the Pets industry and contains 2 media assets. It was submitted over 1 year ago.


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


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