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To celebrate the special bond between pet owners and their furry friends, leading pet care brand Hartz, owned by Japanese CPG giant Unicharm, and creative and media agency of record Cutwater have partnered to launch a heartfelt, social-forward campaign.
Confessions of a Pet Parent
The campaign, titled “Unconditional Love Confessions” takes an affectionate approach by capturing pet parents admitting the peculiar behaviours and constant needs they secretly find endearing about their dogs and cats. The narratives follow a mockumentary-style and feature a diverse lineup of pet families in indoor and outdoor settings. The creative equally embraces the challenges and rewards of pet ownership. The pet habits and quirks are rooted in universal truths.
The confessions include remembering a dog’s birthday over a husband’s; enjoying leg and foot licks directly after a shower; feeding a jealous fur baby in a high chair; dressing up a furry friend in fashionable attire for every event and outing; bonding with an elderly, furry companion through howling; supporting a pet with excited pee; and raking leaves just to create a huge pile to play in, to name a few.
“Unconditional Love Confessions” Compilation
A vast and robust content library, anchored by a series of social films, will run across paid and owned channels. Director John Irwin of GOOD MEASURE, who spearheaded production and editorial, brought the pieces to life.
“We made bold, conscious decisions to focus on the highs and lows of pet parenthood as well as avoid the overly polished visual aesthetics that tend to dominate this landscape”, explains Cutwater Founder and CCO Chuck McBride. “What are the eccentric things pets do that we simply adore? What are the lengths we would go to make pets feel safe and happy? This unfiltered approach is reflected within our casting. All of the talent are real owners with their dogs and cats.”
The work expands upon the recent “Unconditional Love” brand platform, which was also developed and rolled out by Cutwater as well as introduced within the previous national, integrated campaigns for UltraGuard ProMax, Nature’s Shield, and Home Protection Dog Pads. Most notably, the endeavour signals the first significant marketing initiative on a masterbrand-level for Hartz.
Hartz Senior Director of Marketing Stacy Kisla adds, “Historically, we’ve relied on our products to spread awareness. We’re thrilled to continue the Unconditional Love brand platform and finally put the Hartz master brand in the spotlight. During the shoot, we welcomed unscripted pet peeves, pun intended, which made the performances more natural and organic. As for the confessions: if you know, you know.”
A Strategic Approach
In addition, the media strategy boasts a buy across Meta (Facebook / Instagram) and TikTok to reach Millennial and Gen Z audiences.
According to Cutwater Head of Media and Communications Lizzy Ryan, “The social atmosphere is flooded with cute, adorable videos and images of pets. To truly stop the scroll, authenticity is needed – relatable experiences that make us go: that’s so true. We’re hoping these unapologetically candid assets build meaningful conversations around accepting and caring for pets no matter what.”
Hartz, Vice President of Marketing Dai Kageyama, comments, “As a fellow pet parent, my goal was to produce campaign work that I would want to immerse myself in. This campaign highlights the bond between pets and pet owners – filled with moments of pure love and accompanied by little secrets that they only know. Whether it’s education, entertainment, or a mixture of both, there should be some kind of emotional value added to the lives of pet families who choose to spend time with us on social. Hartz products can help owners give their pets the unconditional love they deserve.”
The pet community is encouraged to join the fun online by sharing their deepest secrets via # UnconditionalLove Confessions. Connect with the brand on Facebook: @HartzPets and Instagram: @hartzpets.
