The Drum Awards for Marketing APAC

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Pat’s, Geno’s, Jim’s. What about Bria & Latella’s, Dipascale’s and Linden Italian Market? For a true-blue Philadelphian, it’s all about the hoagie. But not just any hoagie. Never a conveyer belt, mass-made sandwich ordered on a screen. It’s about crafting every piece of the sandwich from roll to meat and cheese to condiments. And it’s about the love that goes into the sandwich, the neighborhood and the conversation that happens across the counter in every Real Philly Deli, the heart behind Philly’s food scene.

To help more people find these hometown heroes and help grow these local businesses, Philly-based deli brand Dietz & Watson has created the Real Philly Deli Hoagie guide, the preeminent guide to finding every “real” deli in the greatest sandwich city in the world.

Available online and in print, the guide will be the new go-to way to find every “real” deli and delicious hoagie from Center City to the outer suburbs (created via an online poll where people voted for their favorite spots). The more delis people visit and hoagies they eat, the more prizes they will earn including t-shirts, totes full of D&W products, swag, custom coolers, and more. The first four people to visit all 28 delis will win the grand prize: home game tickets to the Eagles. Anyone who visits one deli throughout the program will also be entered to win Eagles tickets.

To support the launch of the guide, the brand worked with its creative agency of record, Philly-based Red Tettemer O’Connell + Partners (RTO+P), on a unique launch campaign spanning digital video, print, OOH and social. They will also tap influencers to spread the word.


Agency: RTO&P

Client: Dietz & Watson