Following a successful ‘Deli, Deli’ Super Bowl campaign, deli foods provider Dietz & Watson is going the family route with a campaign that's enlisted real-life couple, tennis star Andy Roddick and model/actress Brooklyn Decker.
The pair are enamored with the meats and cheeses made by the company in several humorous spots by Red Tettemer O’Connell + Partners. The newest national ad campaign, ‘It’s a Family Thing,’ taps into the power of family on both the brand and customer end.
According to a release, Dietz & Watson has been family-owned and operated since the company’s start almost 80 years ago and activity this marks a first in tapping celebrities to serve as the face of a campaign. Decker and Roddick show off their “family thing” in two spots, ‘Game Night’ and ‘Hama Lisa.’
‘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.
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. Supporting elements span print, paid digital, out-of-home, radio, and POS, which will feature headlines that hint at charming and funny family moments.
As a part of this, key retailers will be supported with targeted out-of-home, radio, digital, and social activations.
To view both spots, please click on the Creative Works box below.