Black Kassel - Snack like Royalty
Venus Wafers - The Original Mariner Biscut Company - Made simple - Made right
Dietz & Watson Launches First Ever Celebrity-Forward TV Campaign

Dietz & Watson Launches First Ever Celebrity-Forward TV Campaign

Tuesday, June 5th, 2018

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.

Lauren Eni, VP Brand Strategy, Dietz & Watson“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.”

Model Brooklyn Decker and tennis player Andy Roddick in Dietz & Watson's "Game Night" spot

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.

Brooklyn and Andy in Dietz & Watson's "Hama Lisa" spot

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.

For the latest in specialty ad campaigns, stick with us at Deli Market News.

Dietz & Watson

Black Kassel - Snack like RoyaltyVenus Wafers - The Original Mariner Biscut Company - Made simple - Made right

Have a new product, press release or story idea?

Let us know

In This Story

Our Difference is in the Details. For more than 75 years and through four generations, we still make the best premium meats and artisans cheeses.

Marin French Cheese Introduces Petite Mustard Brie

The cheesemaker's latest line extension embraces a piquant flavor trend.
View Press Release

Specialty Food Association Winter Fancy Food Show Features Innovation and Disruption

The fastest-growing segment of the food industry, specialty food, is gathering in San Francisco, California, for another great show.
View Press Release

Ithaca Cold-Crafted Closes $2.7 Million In New Growth Capital From LiDestri Food and Drink

The brand is currently available at more than 3,000 retail doors across the U.S., including Wegmans, Publix, Stop & Shop, Shoprite, and The Fresh Market.
View Press Release

Califia Farms Further Diversifies Plant-Based Offerings With Launch Of New Oatmilk Line

The plant-based beverage company deepens its commitment to craft and plant-based nutrition.
View Press Release

Dewey's Bakery Expands Product Portfolio

The company introduces its new Tiki Bar collection, which brings the excitement of the seasons to the cookie aisle.
View Press Release

Brand Spankin’ New: Cypress Grove Launches Fresh Goat Cheese Cups and “Cheeseboards for Dinner” Campaign

The Humboldt County-based cheese producer making award-winning and world-renowned cheeses since 1983, will be showcasing a new addition to its fresh goat cheese line at this year’s Winter Fancy Food Show.
View Press Release