Delectables "Deliciously De-Lick-able Delectables"

Leading petcare brand Hartz and creative and media agency of record, Cutwater, with offices in San Francisco and New York City, have teamed together to launch a playful campaign for Delectables, the wet cat treats.

“Grocery Store”

The campaign, entitled “Deliciously De-Lick-able Delectables”, focuses on two spots reinforcing the Delectables name in a fun direction through alliteration and repetition. “Grocery Store” features a wife asking her husband to quickly stock up on more Delectables Lickable Treat while their meowing cats enthusiastically lick their bowls clean. “Lick Interruption” centers around a guest observing a pet owner’s cuddly, purring cat pawing for more and more of a Delectables Squeeze Up. Both narratives conclude with the debuts of the all-new hero cat, an orange tabby, as well as catchy tagline and jingle: “Deliciously De-Lick-able Delectables”, which was composed by musical artist Sean McVerry (who recently won the "Battle of the Instant Songwriters" segment on The Tonight Show Starring Jimmy Fallon). The pieces were directed by David Hicks of production company Spears & Arrows. Editorial was led by Cutters, and VFX was executed by Universal Production Partners (UPP).

“Lick Interruption”

“Our approach was to own the lick. It’s an intrinsic element to all wet cat treats, especially Delectables. We found relatable moments that pet parents could understand and where subtle humor could play a role. The talent and collaborative spirit from our human cast and, of course, feline stars helped bring the jokes to life”, explains Cutwater Founder and CCO Chuck McBride. “The Hartz and Cutwater teams loved the idea of inventing a tongue twisting tagline and an entirely new word, De-Lick-able, to go along with it. We believe this is a sign-off that Delectables can continue to tap into for the future.”

The work signals the first major campaign following the rebrands for both Hartz and Delectables. The visual identities of each rolled out refreshed logos, color palettes, typography, photography elements, packaging, and more. The project also comes on the heels of Cutwater winning the creative and media agency of record title for Hartz.