• by Fern Siegel , February 12, 2025

Pet-care brand Hartz is celebrating Valentine’s Day with a digital campaign aimed at cat lovers. Cutwater did the creative, which is supported by organic efforts and paid media on Instagram.

The activation #BeMyMainSqueezeUp teams cats with digital creators. The favored felines are presented with a heart-shaped box of Delectables Squeeze Ups.

Influencers include Pearl’s Ragdolls, Champagne and DieselCat | Memes.

Viewers are also encouraged to submit videos and photos of their cats with their favorite Delectables Squeeze Up treats for the chance to win a special box.

Kristyn Mangiamele, Cutwater's head of social media, said: “We’ve received a tremendous volume of entries, garnering around 1.9M impressions and over 12K engagements.”

The endeavor builds upon the existing “Deliciously De-Lick-able Delectables” brand platform, also developed by the agency. The works follows the national campaign “No Work ‘Til Squeeze Up.”

Capital One Shopping Research reports pet owners spent $1.5 billion on Valentine’s Day gifts for their pets in 2024.