Black Kassel - Snack like Royalty
Eiffel Tower - A creamy cow’s milk delight, featuring a chalky white rind and a cream-colored, buttery, soft interior that oozes when at the peak of ripeness and temperature
Dietz & Watson Launches First Ever Celebrity-Forward TV Campaign

Dietz & Watson Launches First Ever Celebrity-Forward TV Campaign


PHILADELPHIA, PA
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
Topics:


Black Kassel - Snack like RoyaltyEiffel Tower - A creamy cow’s milk delight, featuring a chalky white rind and a cream-colored, buttery, soft interior that oozes when at the peak of ripeness and temperature

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.

American Butter Institute Urges FDA to Address Mislabeled “Butter” Products

The company urges the USDA to take prompt enforcement action against seven “butter” substitutes that allegedly violate the agency’s food labeling requirements.
View Press Release

Harvest A Great Time This Fall With These Hampton Farms Recipes On Your Table

The company partners with and supports local farms to seed and harvest all its peanuts.
View Press Release

Beetology Introduces New Beverages

The company launches cold-pressed, simple, nutrition-packed wellness juices made from nature's superfood—beets.
View Press Release

The Spice Lab is Now USDA NOP Organic Certified

The USDA Organic seal assures consumers that products are 95% or more certified organic.
View Press Release

Valio Unveils On-Trend Food Innovations and Ingredients Solutions at SIAL Paris

The company plans to showcase its latest food innovations and tailor-made ingredients solutions at the upcoming show.
View Press Release

Charlotte-Based Hissho Sushi Makes N.C. Mid-Market Fast 40 List

This year marks 20 years since Hissho Sushi was founded in Charlotte, NC.
View Press Release

Anheuser-Busch Inbev & DS Smith Plastics Named 2018 Excellence in Reusable Packaging Award Winners

RPA announces two winners in the 2018 Excellence in Reusable Packaging award program.
View Press Release

It's Pumpkin Spice Season!

Litehouse debuts a fresh look for its line of deliciously indulgent caramel dips and a limited-edition flavor: Pumpkin Spice Caramel.
View Press Release

Time to Step Up Your Fall Menu Plan; Pereg Natural Foods Gets You Started

Suffering from pumpkin spice fatigue? Here are 14 savory reasons why you still need pumpkin spice in your life.
View Press Release

New Snack Bars Take the Tahini Craze to Healthy Delicious Heights

Absolutely Gluten Free introduces TahiniBAR, the energy bar made from sesame seeds, in three exciting flavors.
View Press Release