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Home / New Holiday Campaign Starring Andy Roddick and Brooklyn Decker

New Holiday Campaign Starring Andy Roddick and Brooklyn Decker



In partnership with its creative agency of record, Red Tettemer O’Connell + Partners, Philly-based premium meats and cheese manufacturer Dietz & Watson has launched a new set of holiday ads featuring real-life couple Brooklyn Decker and Andy Roddick. The ads mark the latest iteration of the brand’s “It’s a Family Thing” campaign, which launched earlier this year.

“Ham for the Holidays” shows Brooklyn snapping a picture of her perfect holiday ham, while “Say Cheese” shows the beloved model and actress preparing a meat and cheese plate. In both spots, she almost knocks the food onto the floor. Luckily, Andy cheekily catches the snacks with his tennis racket in a fun callback to his profession. In addition to “Say Cheese” and “Ham for the Holidays,” the campaign consists of two other 15-second spots that launched on social and digital back in November, which kicked off the holiday-centric creative, and one :30-second TV spot which will run throughout November and December.

A social initiative called Ham-O-Gram also accompanies the spots. Knowing that everyone, Brooklyn included, loves a ham at the holidays, Dietz & Watson has asked its social followers to offer up peoples who might enjoy receiving one. Then, each Friday, three recipients get picked to receive one.

“It’s a Family Thing” – RTO+P’s first national brand campaign for Dietz & Watson – first launched back in May with a series of playful TV spots featuring Brooklyn and Andy in relatable couple situations, like devouring a meat cheese plate during a game night for two and creating the perfection sandwich.

Team Credits
Agency: Red Tettemer O’Connell + Partners
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
Creative Directors: Todd Taylor, Chris Plehal
Art Director: Michelle Maben
Copywriter: Meghan Burns
Producer: Joe Mosca
Account Executives: Carla Mote, Susan Baraczek, Alex Cabrera
Photographer/Designer: Dominic Episcopo
Production Company: Pretty Bird
Director: Matt Piedmont
Director of Photography: Giles Dunning
Executive Producer: Ali Brown
Line Producer: Carr Donald
Editing House: Red Tettemer O’Connell + Partners
Editor: Chip Schofield
Producer: Joe Mosca
Music House: Milkboy
Composer: Jamie Lokoff
Producer: Tommy Joyner
Sound Design: Shake
Sound Designer: Mark Schultz
Audio Mix: Shake
Mixer: Mark Schultz



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DQ Provides Happy Experiences for Families via Subscription Box Campaign


As the school year comes to a close and millennial families gear up for summer, DQ launched a first-of-its-kind subscription box filled with experiences aimed at IRL family moments. Even the box itself is designed to be part of the fun.

The DQ Box of Happy was rolled out this June and was offered as a limited three-month subscription box service with a different summer-themed activity each month. Starting with “Camp-In”, the box transforms into a non-flammable, family-room-safe campfire that is illuminated by a flame video via smartphone, using tech to heighten the experience instead of competing with it. The box also includes a shadow puppet storybook, flashlight, playing cards, and a “forest floor blanket” where the camp-in can take place. July’s “Water Park” box includes a built-in sprinkler and water-themed soundtrack families can play from their phones, and in August subscribers can “Road Trip” with a box that features a cardboard smartphone camcorder case, encouraging families to record their memories. Each box comes with a $10 DQ gift card.



The concept came from Kansas City-based creative agency Barkley, which drew inspiration for the boxes from their modern consumer knowledge that millennials prefer to use their purchasing power on experiences over material things. “Subscription boxes by nature are just a way to accumulate more stuff,” says Tim McCracken, Creative Director at Barkley, “We wanted to turn the subscription box concept on its head and create a box that offers what families really want this summer: time together.”

“Families create sweet memories whenever they visit a DQ store,” says Maria Hokanson, Executive Vice President of Marketing at American Dairy Queen Corporation (ADQ), “Box of Happy extends this delightful experience outside of our restaurants, bringing families together over campfires, road trips and more—experiences that shape the season just as much as enjoying soft-serve in the sunshine.”

The DQ Box of Happy subscription includes all three boxes for $45 and is currently sold out, but those who missed out will still be able to download an activity from a box each month at DQBoxofHappy.com.

This is the latest campaign under DQ’s newly launched tagline “Happy Tastes Good,” which positions the iconic brand as a destination for happy moments and memories. The new tagline replaces “Fan Food. Not Fast Food,” which has been the brand’s tagline since 2014.

CREDITS:

Dairy Queen
Maria Hokanson - EVP, US Marketing
Whitney McChane - VP, Marketing Communications
Cassie D’Kae - Integrated Communications & Public Relations Manager
Lisa Jesser - Integrated Marketing Manager
Jenell Lammers - Content & Social Media Marketing Manager


Barkley
Tim Galles - Chief Idea Officer
Katy Hornaday - Executive Creative Director
Berk Wasserman - Group Creative Director
Tim McCracken - Creative Director
Justin Smith - Sr. Copywriter
Chris Larberg - Sr. Art Director
Jasmine Henry - Producer
Chris Cardetti - Executive Strategy Director
Molly Griffin - Sr. Strategist
Justin Sutton - VP, Brand Leader
Julia Unverfehrt - Brand Supervisor
Madison Stanze - Assistant Brand Manager
Shelley Schulenberg - Senior Print Production Manager
Bailey Grover - Social Director
Katy Zimmerman - Social Supervisor
Macy Kaufman - Social Specialist

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