Hartz partners with Cutwater

Leading pet care brand, Hartz, owned by Japanese CPG giant Unicharm, has partnered with their creative and media agency of record, Cutwater, to launch a heartfelt, social-forward campaign called “Unconditional Love Confessions.” This campaign marks the first major initiative focusing on the Hartz master brand and aims to capture the unique, often quirky, aspects of pet ownership that pet parents find endearing.

The campaign features a series of mockumentary-style videos where pet owners share humorous and touching confessions about their pets' behaviors. From remembering a dog’s birthday over a spouse’s to enjoying quirky habits like leg and foot licks after a shower, feeding pets in high chairs, dressing them up for events, and bonding through unique activities like howling or raking leaves to create play piles, the campaign reflects the deep, unconditional love between pets and their owners.

Directed by John Irwin of GOOD MEASURE, the campaign uses real pet owners and their pets to bring authenticity and relatability to the content. Chuck McBride, founder and CCO of Cutwater, emphasized the importance of portraying both the highs and lows of pet parenthood in a natural, unpolished way, aiming to resonate with real-life experiences.

Hartz’s Marketing Strategy and Campaign Impact

The campaign expands on Hartz’s existing “Unconditional Love” brand platform, previously featured in national campaigns for products like UltraGuard ProMax, Nature’s Shield and Home Protection Dog Pads. This initiative, however, is the first to spotlight the Hartz master brand directly, moving beyond product-focused awareness to embrace the broader narrative of the bond between pets and their owners.

Stacy Kisla, Hartz’s senior director of marketing, expressed excitement about this new direction, noting that the campaign allowed for unscripted, genuine moments that made the performances feel more natural. “As for the confessions: if you know, you know,” she added, highlighting the relatable nature of the campaign.

The campaign’s media strategy is aimed at reaching millennial and Gen Z audiences, with content distributed across platforms like Meta (Facebook/Instagram) and TikTok. Lizzy Ryan, head of media and communications at Cutwater, pointed out that authenticity in content is crucial to engage audiences effectively and spark meaningful conversations about pet care and the unconditional love between pets and their owners.

Hartz’s Vice President of Marketing Dai Kageyama shared that the goal of the campaign was to immerse pet owners in relatable, emotional content that reflects their everyday experiences. “Hartz products can help owners give their pets the unconditional love they deserve,” he said.

Join the Conversation

The pet community is encouraged to participate in the campaign by sharing their own pet confessions on social media using the hashtag #UnconditionalLoveConfessions.

This campaign celebrates the unique bond between pets and their owners and aims to build a community of pet lovers who appreciate and embrace all the quirky, endearing aspects of pet ownership.