Hartz is celebrating its 100th anniversary -- a milestone that very few companies reach. 

In honor of the milestone, the pet-care brand has unveiled a centennial logo asset and a lineup of initiatives across digital and social media channels, as well as in-person events. 

Pet fostering and pet adoption will be at the core of the effort, which will be spearheaded by shelter outreach program Hartz Loving Paws.

The brand notes that it has evolved over the years. 

Formerly a one-stop shop for all pet-care needs, Hartz transformed its business to focus solely on its signature, nationally trusted dog and cat products. The modernized rebrand ushered a commitment toward entertaining, educating and empowering millennial and Gen Z pet families on social media — especially via partnerships with influencers and content creators. 

Today, the brand communicates and spreads its “Unconditional Love” messaging, which focuses on both the challenges and rewards of pet ownership.

To kick off the festivities, Hartz has launched an anthemic spot highlighting the physical and emotional bond between pet parents and their furry companions. Most notably, all the video footage is user-generated content sourced entirely from the brand’s employees.

Hartz will roll out interactive activations at upcoming pet industry trade shows.

The Hartz booth will host  “fur-riendly” mocktail competitions between the “Cat-nip Spritz” for cat lovers and the “Spicy Barkarita” for dog fans. Other activities include onsite adoptions as well as influencer partnerships.

The brand also has teamed with Humane World for Animals to bring to life a limited-edition DuraPlay ball that will be given away for every $10 donation, with 100% of the proceeds going to efforts to end animal cruelty.

During National Pet Month in May, Hartz’s staff members will dedicate a week of volunteer service at local animal shelters. During National Foster a Pet Month in June, the brand's social media will focus on stories of at-risk shelter pets looking for their forever homes in key cities across the country.

“100 is the number to swing big, and, believe me, we’re just getting started,” says Hartz Senior Vice President of Marketing Dai Kageyama in a release. “Looking ahead, Hartz has some major product innovations and national endeavors in the works that we can’t wait to spread the news on. This milestone is only the beginning; we... look forward to continuing to serve pets and their parents for the next century.”