Every city has a certain style, and for deli foods company Dietz & Watson, every city with a Major League Baseball team has an all-star hot dog style all its own, just in time for the All-Star break.
‘All-Star Dogs’ is a new campaign from Dietz & Watson in partnership with its agency of record, Philadelphia-based creative agency Red Tettemer O’Connell + Partners (RTO+P). They note that in the summer, baseball, hot dogs and family go together pretty perfectly.
With “All-Star Dogs,” the deli brand has tapped into baseball fan frenzy by creating 30 custom hot dog flavors, one inspired by each MLB team. From the Boston Red Sox ‘Lobsta Dog’ to the Miami Marlins’ ‘My Hammy Vice,’ the custom hot dogs highlight each region’s local flavors, as well as the wide variety of products the brand offers.
Now, each fan can get the recipe for his or her hometown team’s hot dog – and even get a guilt-free taste of the competition. A website features each recipe, like the Philadelphia ‘Whiz Wit,’ which serves as a cheesesteak in hot dog form, or Minnesota’s ‘#Twinning’, a couple of Cheddarwurst dogs topped with pickles and Tater Tots. Each recipe should give even non-baseball fans a reason to experiment.
Aimed at extending brand awareness and recognition, ‘All-Star Dogs’ will run across social channels in alignment with the MLB All-Star Break, which begins Monday (July 16).
Dietz & Watson has been family-owned and operated since its start almost 80 years ago, and it often tries to promote a family angle, as it did with the ‘It’s a Family Thing’ campaign, which kicked off with a set of playful spots starring Andy Roddick and Brooklyn Decker in May.