Petcare Company Hartz Names Cutwater as Creative and Media Agency of Record

By Kyle O'Brien 

Petcare brand Hartz has named Cutwater as its creative and media agency of record following a comprehensive review.

Cutwater, which has offices in San Francisco and New York City, will spearhead efforts for Hartz, including creative, media buying and planning, along with brand and social strategy. The agency will work across Hartz’s portfolio of dog and cat products, which consists of dog pads and diapers, flea and tick protection—and dog and cat treats and toys.

“We’re thrilled to be partnering with Hartz. The brand’s rich legacy and ongoing mission is a huge draw for an agency like ours, which has a thing for legacy brands. For almost 100 years, Hartz has championed one of the greatest bonds of all: families and their furry friends,” Cutwater founder and CCO Chuck McBride said in a statement.


Hartz CMO Tina Lelay said that the company has plans to build up both the Hartz and Delectables brands in 2022 and beyond—and believes that Cutwater is the best agency to support that growth.

“Cutwater was chosen after an extensive search because they demonstrated a strong interest in understanding the world of petcare today, including deeply understanding the needs of pet parents today, solid analytical and strategic planning skills and a track record of delivering bold communication ideas to build meaningful brand differentiation,” LeLay said in a statement, adding that Hartz is interested in better leveraging the power of social media to connect with pet parents.

The inaugural campaign, which will focus on gourmet wet cat treat brand Delectables, is slated to roll out during the late summer of 2022.

“This collaboration reflects a period of growth for Cutwater. We enjoy building distinctive brand platforms, especially in CPG. The Hartz team came to us with a strong, foundational strategic vision for their business. We can’t wait to share the creative platform as well as creative and media approach that’s going to talk to the new generation of pet owners,” said Cutwater principal and president Christian Hughes.