Deliciously De-Lick-able Delectables
Campaigns & VISUAL IDENTITY
What you’ll be looking at is the most de-lickable cat treat on the market: Delectables. The most obvious goal as a brand in this category is to own the lick (and we thought of it first). The alliterative tagline and jingle was born out of the single most important action: LICKING! and single most important RTB: DELICIOUS! Bonding is also a hugely important product benefit of this brand as well.
There are many years of the evolution of this campaign and how it’s been brought down to the product level if you scroll down… starting with the newest first. All of the individual product campaigns ladder up to the masterbrand concept of Triple D (as we call it internally).
2025 lickable treat campaign
In 2025, client wanted to lean in on Lickable Treat Gravy, their best selling of the Lickable Treat category. The key differentiator for this category is its occasion because of its format: it can’t be fed directly from the packaging like the rest of the Delectables line, and it can be used as a topper. It’s rich, it’s savory, it’s got meat shreds.. and well I won’t give the whole ad away. Watch it yourself!
me & my camera
From my days working on Altria at Leo Burnett, I’ve learned to be hands on and scrappy. I usually bring my camera and a little phone setup on set since there’s never budget for a photographer, and guess who’s on the hook for creating their social and lower funnel assets anyways?! Here’s some shots I captured on this set.
2025 Team
design & art direction lexi lanzi • copy & creative direction teddy miller • producer doug stivers • cco chuck mcbride
• director rodrigo garcia saiz • production company central films • editor taj francois • post production nice shoes
2023 squeeze up campaign
In 2023, the ask was to extend the original Triple D campaign specifically for Squeeze Ups in a traditional and unique social-specific campaign. Our idea was to show cats performing highly intentional, borderline human behaviors to communicate with their owners exactly what they want. And when they want a Squeeze Up, you’ll know.
corresponding SOCIAL-specific CAMPAIGN
The challenge for the social campaign was how to retain engagement and not feel like an ad. So we re-created the concept using UGC-inspired videos where the cats mimicked the human-like behaviors of the TV spot cats - but took it even further. Check it out!
STATIC PAID SOCIAL POSTS
Some fun stills we pulled to use as static paid ads across IG & FB.
2023 Team
design & art direction lexi lanzi • copy taylor smith • creative direction amy su • producer doug stivers • cco chuck mcbride
• director tusk • production company london alley
VISUAL IDENTITY
During the initial DDD concept development in 2022 was an opportunity to expand their minimal branding. I took the lick as an opportunity to create a visual identity that looks as delicious (to a cat) as it sounds (to a cat). The brand’s already captivating red color and fluid logotype was a solid base to build from and create a system that elevates and expresses the tone of the brand – relatable and fun.
Photo Credit: Nils Jacobi
ALTERNATE BRANDMARKS
In cases the traditional white logotype has low legibility, I created a secondary version to contrast over light backgrounds. The thick stroke is juicy and fluid, just like the product.
Hartz uses a heart as their distinctive brand element. It’s also a design element on the Delectables packaging. As an alternate version, I placed the logo within a heart to tie Delectables back to Hartz.
PHOTOGRAPHY STYLE
Unscripted. Authentic. Moments that look and feel natural. All with three categories in mind: cat personalities, cat & human interactions, and cat & product interactions.
ADCEPTS
All of the elements from the visual identity come together to create memorable, impactful, and own-able pieces of communication.
Communication that ideally evokes a sense of connection between pet & owner, and pet & product.
SOCIAL DESIGN ELEMENTS
DDD PAID SOCIAL
These paid social posts were direct pulls from the original DDD campaign spots, with the design falling out of the visual identity.
WEB BANNERS
2022 Team
design lexi lanzi, hichem kherbachi • art direction lexi lanzi • copy taylor smith • creative direction adam vohlidka, scott padden • producer brian cooper • cco chuck mcbride
PRESS
Adobo Magazine / MediaPost / AdForum / Ad Ruby / Pet Food Industry / World Branding Forum / MediaBrief / Pet Food Processing / PETS+ / Brand Innovators / Branding in Asia / postPerspective / Pet Business / Reel 360 / Creativepool