Philadelphia-based premium deli meat and cheese company, Dietz & Watson, is using celebrities to get people talking about the family-owned and operated company. The It's a Family Thing campaign uses real-life couples, such as model Brooklyn Decker and tennis player Andy Roddick, to showcase the importance of family. The ad campaign works to highlight some of the unique, funny, and even crazy life moments that make family—family.
“This partnership with Andy and Brooklyn will set the stage for raising awareness of our brand and premium products in our most important markets,” said Lauren Eni, VP of Brand Strategy—and great granddaughter of Founder Gottlieb Dietz. “Our aim was not only to advertise, but also to entertain by relating our brand and our products to everyday consumers and the little life moments that occur in all of our lives day in and day out. We call our full line of deli meat and cheese products ‘approachable gourmet,’ because they are premium items made with premium ingredients, but they are designed in a lot of ways for people with busy lifestyles that require both convenience and quality.”
This message about family has been important to the company since its inception nearly 80 years ago, and one it hopes to continue to spread. Being millennial parents themselves, Brooklyn and Andy were a natural fit for the campaign, according to Dietz & Watson. They represent the connection between sharing life’s little moments and the current consumer shopping the grocery store.
Brooklyn and Andy show off their “family thing” in three spots: “Game Night,” “Hama Lisa,” and a Q4 spot that is set to release just in time for the holidays. “Game Night” features the couple devouring a meat and cheese plate after learning friends won’t be able to attend the titular event, so the couple have their own unexpected game night for two. “Hama Lisa” features Brooklyn raving about her perfect sandwich creation, to the point of trying to hire a photographer, but Andy thrashes that dream by eating the sandwich.
This real-life look inside celebrity homes is trending, as consumers seek out information on Instagram, reality TV shows, and more. These TV spots strive to give that candid, yet entertaining, glimpse into real life to which consumers can relate.
The spots will run nationally in 20 US markets including Philadelphia, Boston, Chicago, and Washington, DC. A third, remaining spot will air later this year. In-store signage will feature headlines that hint at charming and funny family moments and will work to drive consumers to regional retail grocery partners of Dietz & Watson.
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