Hartz, owned by Japanese CPG giant Unicharm, has teamed up with creative agency Cutwater to launch an influencer-led Valentine's Day campaign for Delectables cat treats.
The activation, titled #BeMyMainSqueezeUp, partners with popular cat personalities and digital creators to promote limited edition, heart-shaped boxes of Delectables Squeeze Up treats. Audiences are encouraged to submit videos and pictures of their cats enjoying these treats for a chance to win a special box.
The influencer collaborations boast top names, such as Pearl’s Ragdolls (@pearlsragdolls), Champagne (@champagneunicorns), and DieselCat | Memes (@itsdieselcat). The work will be supported by organic efforts and paid media on Instagram.
“Beyond the current Delectables community, we partnered with key cat parent influencers based on their visual aesthetic and active following," said Cutwater head of social media Kristyn Mangiamele. “We’ve received a tremendous volume of entries, garnering around 1.9 million impressions and over 12,000 engagements."
The endeavor builds upon the existing “Deliciously De-Lick-able Delectables” brand platform, which was also developed and executed by Cutwater. It comes on the heels of the recent “When They Want a Delectables Squeeze Up, You’ll Know” integrated, national campaign, as well as the brand’s first-ever exhibition at CatCon 2024, the world’s largest cat convention.
“The social space can be highly reactive and cluttered, so we wanted to identify the cultural moments that made the most sense for Delectables to really invest in," said Hartz director of marketing (Cat Treats) Louisa Guo. "With Delectables Squeeze Up’s red box, heart logo and the product’s unique delivery format to help people bond with their cats, Valentine’s Day was a perfect match.”
Adapted from a press release.
