This year, Dietz & Watson (D&W) launched a Super Bowl campaign that is keeping brand interaction high long after the game ended. Appealing to fans whose favorite team came in second, the supplier introduced its “Emotional Support Dogs” hot dog giveaway in Chicago, Illinois; New York; San Francisco and Los Angeles, California; Philadelphia, Pennsylvania; and Cincinnati, Ohio.
“From our perspective, the fact that this initiative will go live after the Super Bowl makes it pretty unique,” said Lauren Eni, Vice President of Brand Strategy at Dietz & Watson. “While most big brands spend money in the lead up and during the game itself, we want to focus on the aftermath by giving some attention to the fans that need extra love the day after.”
Anyone who tweets #DietzSupportDogs and #giveaway will automatically receive a link to get two Deli Beef Franks delivered right to their front door, while supplies last. These hot dogs are made from premium cuts of beef, the finest spices, and include nothing artificial.
Dietz teamed up with independent creative agency Red Tettemer O’Connell + Partners (RTO+P) for their third joint Super Bowl campaign. In years prior, they launched Dietz Nuts as the perfect game day snack with “The Office” alum Craig Robinson and, prior to that, created a live interactive medieval deli and snack delivery effort on game day dubbed “Deli Deli!” drafting off the popular beer brand phrase “Dilly Dilly!”
“As we were developing ideas, we noticed that not a lot is done around the losing team or its fans. The idea of highlighting one of D&W’s top-selling products as ‘Emotional Support Dogs’—and coming to the rescue for the fan family who’ve just been through one of the biggest letdowns in sports—seemed like the perfect idea for a brand that’s all about family,” said Steve O’Connell, Partner and Co-Chief Creative Officer at RTO+P. “The past few years have been challenging for everyone. We can’t solve every problem, but we can brighten someone’s day with a free hot dog.”
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