Petcare brand Hartz has launched an all-new brand platform and national campaign in collaboration with creative and media agency of record, Cutwater.

The brand platform, entitled ‘Unconditional love’, celebrates the shared life between pet families and their cats and dogs. As all those with furry friends can attest to, this physical and emotional intertwinement is a two-way relationship built on happy, healthy homes. The campaign provides brief, authentic glimpses, almost a window, into the challenges and rewards of pet parenthood.

The first wave of spots reinforces Hartz’s trusted flea & tick offerings. ‘The Talk’ highlights an often-overlooked element in protection: comfort. The narratives capture honest conversations by pet parents about keeping their pets not only safe from unprotected pets, but also comfortable with the soft and stretchy UltraGuard ProMax Cat and Dog Flea & Tick Collars. ‘All Bees, No Fleas’ focuses on the power of plant-based ingredients. The imagery visualizes a pet owner and dog intimately bonding indoors and outdoors, complete with matching outfits, thanks to the Flea & Tick protection of Nature’s Shield.  

The campaign will run nationwide in the US across digital, social, display, and search. 

“Petcare is one of the most exciting industries to be a part of, but the problem is that most companies only spotlight pet ownership as one-dimensional during communications efforts,” said Hartz CMO, Tina LeLay. “’Unconditional love’ embraces the whole experience of pet families, even the challenging moments. The campaign work perfectly connects with this overarching theme.”

The next wave of creative, which will run with paid support, is slated to range from a campaign for Home Protection Dog Pads to a social good initiative for Hartz Loving Paws.