Dietz & Watson: Dietz Nuts by RTO+P

Date: Jan 2019

Philadelphia-based meats and cheese manufacturer Dietz & Watson has launched a new product as a go-to game day snack – Dietz Nuts, and it has The Office alum, Craig Robinson, making plenty of double entendre jokes in a 30-second spot.

Originally concepted as a Super Bowl stunt and a play on the brand’s name, the company worked closely with its agency of record, full-service creative agency Red Tettemer O’Connell + Partners (RTO+P) to actually bring the product to shelves after realizing there was whitespace in the market.

The company decided to bring in Robinson to deliver a bunch of zingers with the snack’s name. He is seen sitting on a couch with brother Chris, who asks him what he’s eating. After stating the name of the product and explaining that they are “meat nuts”, Robinson encourages Chris to grab a handful of Dietz Nuts, tells him to “get a good grip” and asks him, “How Dietz Nuts taste? Are they delicious?”

The campaign also includes in-store and influencer elements. In addition to the digital and social push, the campaign will include in-store elements and tap celebrity influencers from the music and entertainment world to test out and promote the new product.