The campaign, ‘Unconditional Love Confessions’ designed by Cutwater, marks a new development to the Hartz masterbrand.

The narratives within the content library of this launch are confessions made by pet owners. Some stories include an owner admitting the behaviours of their dog or cat that they find endearing. Collated in a mockumentary-style format, each confession highlights both the challenges and rewards of owning a pet.

According to head of media and communications at Cutwater, Lizzy Ryan, social media is oversaturated with “adorable” pet content, therefore this new campaign had to debut a raw, honest depiction of pet owners in order to stand out within the market. As Dai Kageyama, vice president of marketing at Hartz, says, the campaign adds an important “emotional value” to the lives of pet owners.