Delectables — Cutwater

Deliciously De-Lick-Able Delectables

How can we get cat owners who don’t use wet treats today to try Delectables? By showcasing the new form factor as an opportunity to deepen the connection with their feline friends.

Problem

When Hartz launched the Delectables brand, it quickly became the category leader in wet cat treats. However, competitors like Temptations and Friskies gained traction over time and started spending significantly, which challenged the brand’s position.

Insight

Treating your cat is an opportunity to deepen the bond you share. Engaged cat parents want to show their sometimes-finicky cats affection and delight them with a delicious treat.

Solution

Deliciously De-lick-able Delectables. The campaign shows people how easy it is to use Squeeze Ups and Lickable Treats as a way to provide delight to cats with every lick. By owning “the lick,” we’re able to highlight relatable cat parent moments that strengthen the bond between pet and owner.

Relevancy

While the work just recently launched, our campaign has been very well received by cat parents across the country and increased sales prove the effort is worth it. Not only are sales on the rise, we are seeing double-digital YoY increases in awareness for the brand!

Press

Newly Rebranded Hartz and Agency of Record, Cutwater, Launch Playful Campaign for Delectables - AdWeek  
Hartz launches Delectables Campaign - Pet Industry 
Cutwater Creates First Rebrand Hartz Delectables  - MediaPost

Hartz owns ‘the lick’ in playful campaign by Cutwater for wet cat treat Delectables - Adobo Magazine 
Hartz and AOR Cutwater launch new campaign ‘Deliciously De-Lick-able Delectables’ - Media Brief