PHILADELPHI – Philadelphia-based premium deli meat and cheese company Dietz & Watson is using celebrities (other than Momma Dietz, the daughter of company founder Gottlieb Dietz) to raise brand awareness for the nearly 80 year old, family owned and operated premium deli meat and cheese brand.
The "It's a Family Thing" campaign uses real-life couple actress and model Brooklyn Decker and her tennis star husband Andy Roddick to underscore the importance of family and works to highlight some of the unique, funny and crazy little life moments that make family, family. This is a message that is important to the family company and always has been.
“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 that require both convenience and quality,” added Eni.
This campaign is a first for the company in working with celebrities to serve as the face of a campaign. Decker and Roddick show off their “family thing” in three spots, ‘Game Night’ and ‘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, letting them have their own unexpected game night for two. “Hama Lisa’ features Decker raving about her perfect sandwich creation, to the point of trying to hire a photographer, while Roddick thrashes that dream by eating the sandwich.
Being millennial parents themselves, Decker and Roddick were a natural fit, according to the company. They represent the connection between sharing life’s little moments and the current consumer shopping the grocery store. This real-life look inside these celebrities’ home is the kind of thing consumers seek out on Instagram, on celebrity social media pages, reality TV shows featuring celebrities and more. These 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 and will saturate these markets and more. Supporting elements span print, paid digital, out-of-home, radio, and in-store signage that 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 this campaign, Dietz & Watson focused on the integration of creative and product features in the spots and will be combining the campaign with an in-store presence to help connect and drive consumer demand for Dietz & Watson items at retail partner locations. Also as part of this campaign, key retailers will be supported with targeted out-of-home, radio, digital, and social activations.
Source: Dietz & Watson