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New Super Bowl Campaign for Dietz & Watson Starring The Office’s Craig Robinson

Philadelphia-based premium meats and cheese manufacturer Dietz & Watson has recently launched a new product posed to be consumers’ new go-to game day snack, Dietz Nuts. Originally concepted as a Super Bowl stunt and a play on the brand’s name, the company worked closely with its agency of record, full-service creative agency Red Tettemer O’Connell + Partners (RTO+P) to actually bring the product to shelves after realizing there was whitespace in the market.

Dietz Nuts marks the first-ever “meat nut” snack for Dietz & Watson and the world. Dietz Nuts are protein-packed, savory sausage bites. The recipe is based on their traditional European landjaeger, dried and cured to snackable perfection. The phrase “Deez Nuts” originally broke into pop culture on Dr. Dre’s 1992 album, The Chronic. Since then, it has become one of the most used memes on the internet. Most recently, “Deez Nuts” ran as an Independent candidate in the 2016 presidential election and polled as high as almost 10% in North Carolina.

A long-time meats and cheeses purveyor and family-run brand, Dietz & Watson realized they had a unique opportunity to break new ground in its category and create one of America’s new favorite game-day snacks when the idea was first presented to them. “We couldn’t pass up the opportunity to tap into this pop culture phenomenon,” said Lauren Eni, VP of Brand Strategy at Dietz & Watson. “As soon as RTO+P came to us with the concept, we knew we had to run with it. What’s resulted – the launch of a “first ever” product, the expansion of our brand portfolio and culturally-inspired campaign – marks a very exciting moment for our 80-year old brand.”

To create awareness around the launch and drive sales, Dietz & Watson has also unveiled a new advertising campaign created by RTO+P. Running primarily on digital and social platforms, a 30-second spot sits at the center of the effort. The spot features comedian and The Office alumnus Craig Robinson having a casual conversation with his brother, Chris, about how the new snack food makes the perfect game day treat. But because Dietz Nuts has a rather unusual name – and it’s the world’s first Meat Nut – the pair runs into a bit of trouble keeping the conversation straight. This execution marks RTO+P’s fourth for Dietz & Watson and functions as part of the brand’s broader “It’s a Family Thing” campaign, a platform which first launched in May 2018.

“As soon as we started to work with Dietz & Watson over a year ago, we quickly recognized their forward-thinking attitude and willingness to think outside traditional marketing,” said Steve Red, President and Chief Creative Officer. “which has created a great energy between our two teams to bring big fresh ideas to life. Dietz Nuts is the latest, combining consumer trends like the rise of snacking and the growing popularity of beef jerky with a pop culture hit like Deez Nuts.”

In addition to the digital and social push, the campaign will include in-store elements and tap celebrity influencers from the music and entertainment world to test out and promote the new product. Dietz Nuts will be available on Amazon Fresh, Amazon Prime Now, and Dietzandwatson.com, just in time for Super Bowl Sunday.

Agency: Red Tettemer O’Connell + Partners (RTO+P)
President & Chief Creative Officer: Steve Red
Executive Creative Director & Partner: Steve O’Connell
VP, Creative Director: Todd Taylor
Creative Director: Chris Plehal
Sr. Art Director: Justin Rentzel
Copywriter: David Valento
Lead Producer: Joe Mosca
Managing Partner, Account Management: Carla Mote
VP, Director of Client Services: Susan Baraczek
Sr. Account Manager: Lauren Cole
VP, Strategy: Adam Leaventon
VP, Media Director: Kelly Goldenberg

Production Company: Caviar
Director: Neal Brennan
Director of Photography: Adam Newport -Berra
Executive producer: Michael Sagol, Jasper Thomlinson, Kim Dellara
Head of Production: Casey Wooden
Line Producer: Tova Dann
Editing House: RTO+P / Red Alert
Editor: Chip Schofield
Post Production: Alkemy X
Colorist: Janet Falcon

Sound Design/Mix: Alkemy X

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