Leading petcare brand Hartz is proud to officially announce their 100-year anniversary.
It’s a hard-earned, well-deserved feat that less than 0.05% of U.S. companies are reported to reach. The brand will be celebrating the only way they know how… by getting up close and personal with furry friends.
In honor of this milestone, Hartz has unveiled a special centennial logo asset. The brand will be running an extensive lineup of year-round initiatives across digital and social media channels as well as live, in-person events. True to their brand purpose, pet fostering and pet adoption will be at the core of every coordinated effort–which will be spearheaded by shelter outreach program Hartz Loving Paws.
The achievement follows Hartz’s steady evolution over the years. Formerly a one-stop shop for all petcare needs, Hartz transformed their business to solely focus on their signature, nationally trusted dog and cat products. This resulted in elevating their visual look and feel. The modernized rebrand ushered a commitment toward entertaining, educating, and empowering Millennial and Gen Z pet families on social media–especially via partnerships with influencers and content creators. Today, the brand communicates and spreads their “Unconditional Love” messaging, an unfiltered lens into the challenges and rewards of pet ownership.
“Hartz has a rich history in cat treats, animal health, animal hygiene, dog treats, and pet toys,” explains Hartz President and Chief Executive Officer Tina Le Lay. “From a masterbrand perspective, it was important for us to give back insights, resources, and a platform for cat and dog families to share their experiences. It’s a great privilege to see Hartz ascend into the centennial club, and we couldn’t have done it without our passionate community.”
To kick off the festivities, Hartz has launched a short-form, anthemic film–highlighting the physical and emotional bond between pet parents and their furry companions. Most notably, all of the video footage is user-generated content sourced entirely from the brand’s employees.
Hartz will be rolling out fun, interactive activations at the pet industry’s top trade shows, Global Pet Expo and SUPERZOO. Both booths will boast fur-riendly mocktail competitions between the “Cat-nip Spritz” for cat lovers and the “Spicy Barkarita” for dog fans; photo murals made from real-time, unconditional love-themed submissions; onsite adoptions led by Pets on Q; customary swag items featuring Hartz’s centennial logo; as well as influencer partnerships (such as @hudsonstaysgolden and @acatnamedpeak). The brand also has teamed together with Humane World for Animals to bring to life a limited-edition DuraPlay® ball that will be given away for every $10.00 donation–100% of the proceeds will go toward ending animal cruelty efforts.
During National Pet Month (May), Hartz’s staff members will dedicate a full week of volunteer service at local animal shelters. During National Foster a Pet Month (June), the brand will help capture and tell the stories, throughout social media, of at-risk shelter pets looking for their forever homes in key cities across the country.
Further pushes are currently under wraps. Collaborators will include the likes of Greater Good Charities and Pilots to the Rescue, to name a few.
Hartz Senior Vice President of Marketing Dai Kageyama adds, “100 is the number to swing big, and, believe me, we’re just getting started. Looking ahead, Hartz has some major product innovations and national endeavors in the works that we can’t wait to spread the news on. This milestone is only the beginning; we are excited for this next chapter and look forward to continuing to serve pets and their parents for the next century.”
The birthday couldn’t come at a better time. Pet ownership continues to experience a surge in growth. Nearly 94 million U.S. households own at least one pet. The U.S. petcare market is forecasted to rise from ~$165.6 billion in 2026 to ~$228 billion by 2031.
According to Hartz Senior Director of Marketing (Cross-Category) Stacy Kisla, “During the planning stages, we mapped out relevant pet-focused holidays, such as National Pet Month and National Foster a Pet Month, to align our focus with moments when the next generation of pet parents would be actively seeking trusted guidance. Once we meet them where they’re at, Hartz can show what a century of unconditional love looks like. Here’s to the next 100 years.”
Paid, owned, and earned media amplification will be supported by advertising agency of record Cutwater.
Pet enthusiasts can join the pawty and send birthday wishes online with #Hartz100.
