Unconditional Love

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.

“The Talk” (Cat)

The brand platform, entitled “unconditional love”, celebrates the shared life between pet families and their cats and dogs. As all those with furry friends can attest to, this physical and emotional intertwinement is a two-way relationship built on happy, healthy homes. The campaign provides brief, authentic glimpses, almost a window, into the challenges and rewards of pet parenthood.

“The Talk” (Dog)

The first wave of spots reinforces Hartz’s trusted flea & tick offerings. “The Talk” highlights an often overlooked element in protection: comfort. The narratives capture honest conversations by pet parents about keeping their fur babies not only safe from unprotected pets, but also comfortable with the soft and stretchy UltraGuard ProMax Cat and 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.

“All Bees, No Fleas”

“Unconditional love. It is a brand promise to be there for the good, the bad, and the ugly. And a great description of why Hartz makes so many products that deliver on all aspects of living with pets”, explains Cutwater Founder and CCO Chuck McBride. “Our approach for the flea & tick creative was to focus on the relationship and the concern that comes naturally when pet parents are about to let their loved ones venture outside.”

The work debuts several milestones, such as the new logo, tagline, and sonic identity for Hartz. It also follows the “Deliciously De-Lick-able Delectables” campaign for Delectables wet cat treats (Squeeze Up and Lickable Treat) and the “#MyOinkiesFace” social media push for the recently rebranded Oinkies dog treats. Both projects featured influencer collaborations throughout Instagram and TikTok.