Cutwater has won the Hartz pet-care account after a competitive review. Creative and media duties for Hartz were formerly handled by Carmichael Lynch.
The agency remit is to handle creative, media buying and planning, along with brand and social strategy. The work encompasses Hartz’s dog and cat products.
The inaugural campaign, which will focus on Delectables, billed as the first gourmet wet cat treat, is slated to roll out during the late summer of 2022.
“The brand’s rich legacy and ongoing mission is a huge draw for an agency like ours, which has a thing for legacy brands,” said Cutwater founder-CCO Chuck McBride. “Pet ownership has increased dramatically over the past two years, hence, a huge demand for pet supplies and advice.”
Hartz CMO Tina LeLay said the company had “big plans” to build both the Hartz and Delectables brand.
“Cutwater was chosen after an extensive search because they demonstrated a strong interest in understanding the world of pet care today, including deeply understanding the needs of pet parents, solid analytical and strategic planning skills, and a track record of delivering bold communication ideas to build meaningful brand differentiation," she said.
LeLay added the company wanted to better leverage social media to connect with pet owners.
The win follows Cutwater being named global agency of record for the National Marine Manufacturers Association in May 2021. NNMA’s member companies produce more than 80% of the boats, engines, trailers, accessories and gear used by boaters and anglers throughout the U.S. and Canada.
The San Francisco-based Cutwater has done work for a variety of brands, including Russell Stover, Brawny and Levi's.