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How do you seize cat lovers’ hearts (and stomachs) on Valentine’s Day? Hartz and Cutwater discovered the reply with their current influencer-driven marketing campaign for Delectables.
In 2024, pet house owners spent a whopping $1.5 billion on Valentine’s Day items for his or her pets. For cat households specifically, “My Cat Is My Valentine” is a trending sentiment.
To have a good time essentially the most romantic day of the 12 months, main petcare model Hartz, which is owned by Japanese CPG big Unicharm, in addition to artistic and media company of document Cutwater, have teamed collectively to launch an influencer-led activation for Delectables, America’s #1 moist cat deal with* (*based mostly on 2024 Circana information).
Spreading the Love with “#BeMyMainSqueezeUp”
The activation, affectionately titled “#BeMyMainSqueezeUp”, companions with cat personalities and digital creators to unfold the love with their feline associates. Pushed by a collection of social shorts, the items unveil a restricted version, heart-shaped field crammed with NOT chocolate, however… Delectables Squeeze Up as an alternative! Audiences are inspired to submit movies and footage of their cats with their favorite Delectables Squeeze Up treats to win their very own particular field.
The influencer collaborations boast high names, akin to Pearl’s Ragdolls (@pearlsragdolls), Champagne (@champagneunicorns), and DieselCat | Memes (@itsdieselcat). The work shall be supported by natural efforts and paid media on Instagram.
Hartz Delectables & Influencers: A Large Success
“Past the present Delectables group, we partnered with key cat mum or dad influencers based mostly on their visible aesthetic and lively following”, explains Cutwater’s Head of Social Media, Kristyn Mangiamele. “We’ve obtained an amazing quantity of entries, garnering round 1.9M impressions and over 12K engagements. We stay up for highlighting the winners.”
The endeavour builds upon the prevailing “Deliciously De-Lick-able Delectables” model platform, which was additionally developed and executed by Cutwater. It comes on the heels of the current “When They Need a Delectables Squeeze Up, You’ll Know” built-in, nationwide marketing campaign (“No Work ‘Til Squeeze Up” and “No Yoga ‘Til Squeeze Up”) in addition to the model’s first-ever exhibition at CatCon 2024, the world’s largest cat conference.
Hartz Director of Advertising and marketing (Cat Treats), Louisa Guo added, “The social house will be extremely reactive and cluttered, so we needed to determine the cultural moments that made essentially the most sense for Delectables to actually put money into. With Delectables Squeeze Up’s purple field, coronary heart brand, and the product’s distinctive supply format to assist folks bond with their cats, Valentine’s Day was an ideal match. The web finds cats irresistibly cute, and cats discover our product irresistibly scrumptious – Cupid couldn’t give you a greater pairing!”
Based on Cutwater Artistic Director, Amy Su, “Let’s be trustworthy. For cat mother and father, their actual Valentine is their furry buddy. We knew the cat group would admire having the ability to present their essential squeeze their favorite deal with, Delectables Squeeze Up, particularly in an lovely, heart-shaped field. It’s a means for cat house owners to precise their love for his or her pet in a playful and heartfelt means.”
Cat fanatics are invited to hitch the enjoyable and interact with Delectables throughout Fb, Instagram, and TikTok.
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