Hartz is marking its 100th anniversary with a series of initiatives centered on pet fostering and adoption, anchored by its shelter outreach program Hartz Loving Paws.
The brand has unveiled a centennial logo and plans a lineup of digital, social media and in-person programming throughout the year. Pet fostering and adoption will anchor each effort.
The anniversary follows a period of strategic refocusing for Hartz, which narrowed its product portfolio to concentrate on dog and cat products and updated its visual identity.
"Hartz has a rich history in cat treats, animal health, animal hygiene, dog treats and pet toys," said Tina Le Lay, Hartz president and CEO. "From a masterbrand perspective, it was important for us to give back insights, resources and a platform for cat and dog families to share their experiences. It's a great privilege to see Hartz ascend into the centennial club, and we couldn't have done it without our passionate community."
To launch the anniversary, Hartz released a short-form film compiled entirely from employee-submitted video footage highlighting the relationship between pet owners and their animals.
At Global Pet Expo and SuperZoo, the brand's booths will feature mocktail competitions, photo murals built from real-time submissions, onsite adoptions led by Pets on Q and centennial-branded merchandise. Hartz has also partnered with Humane World for Animals (formerly Human Society of US) on a limited-edition DuraPlay ball offered with a $10 donation, with 100% of proceeds directed toward animal cruelty prevention.
During National Pet Month in May, Hartz staff will volunteer at local animal shelters for a full week. In June, for National Foster a Pet Month, the brand will document the stories of at-risk shelter pets across key cities through social media.
Additional programming is planned in partnership with Greater Good Charities and Pilots to the Rescue. Further details have not yet been announced.
Looking ahead
"100 is the number to swing big, and, believe me, we're just getting started," said Dai Kageyama, Hartz senior vice president of marketing. "Looking ahead, Hartz has some major product innovations and national endeavors in the works that we can't wait to spread the news on. This milestone is only the beginning; we are excited for this next chapter and look forward to continuing to serve pets and their parents for the next century."
Stacy Kisla, Hartz senior director of marketing, said during the planning stages, the company mapped out relevant pet-focused holidays, such as National Pet Month and National Foster a Pet Month, to align its focus with moments when the next generation of pet parents would be actively seeking trusted guidance. "Once we meet them where they're at, Hartz can show what a century of unconditional love looks like. Here's to the next 100 years," she added.
Pet owners can participate online using #Hartz100.
