Hartz and Cutwater Confess the Biggest Secrets of Pet Owners

A birthday pawty. A jealous fur baby in a high chair. Howling companions. Social-forward effort marks first major push on the Hartz masterbrand.

Pet owners are reported to be more likely to reduce food, transportation, healthcare, housing, and even insurance before cutting down on pet-related expenses. Likewise, studies show furry friends can boost and improve mental health.

To celebrate this special, two-way relationship, leading petcare brand Hartz, owned by Japanese CPG giant Unicharm, as well as creative and media agency of record Cutwater, with offices in San Francisco and New York City, have partnered together to launch a heartfelt, social-forward campaign.

The campaign, entitled “Unconditional Love Confessions”, captures 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 within 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.

A vast and robust content library, anchored by a series of social films, will run across paid and owned channels. The pieces were brought to life by director John Irwin of GOOD MEASURE, who spearheaded production and editorial.

“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”, explained 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 added, “Historically, we’ve relied on our products to spread awareness. We’re thrilled to continue the Unconditional Love brand platform and finally put Hartz masterbrand 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.”

The U.S. pet market, a space many are deeming as recession-resistant, is forecasted to top $250 billion by 2030. To reach millennial and gen Z audiences, the media strategy boasts a buy across Meta (Facebook / Instagram) and TikTok.

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 commented, “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.