Oinkies
How did petcare leader Hartz introduce an all-new brand identity and product lineup for its long-lasting dog treat brand, Oinkies?
Problem
Dogs love long-lasting treats, but the category is littered with rawhide-based products known to cause digestive issues. Younger dog parents, especially Millennial and Gen Z owners, will no longer compromise on treats that deliver great taste but may harm their pets' health.
Insight
Oinkies are the treats your dog would make. Proudly rawhide-free and packed with layers of savory, high-quality meat that dog parents can see and trust, Oinkies are a delicious treat that canines and their humans can both get behind.
Solution
REAL. MEATY. OINKIES. To reinforce the brand name and engage the next generation of dog families, we created a series of fun social films featuring “Chef Oinkies.” In these films, a dog dressed in chef’s whites cooks up Oinkies treats using flavorful, nutritious meats, showcasing the product’s quality and appeal.
Relevancy
The social-forward campaign boosted brand awareness and established a strong memory structure for Oinkies. It became Hartz’s highest-performing ad, as recognized by market research firm IPSOS. Building on this success, Hartz and Cutwater adapted the creative for CTV platforms, paving the way for future innovation and growth.