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 phrase “Deez Nuts” originally broke into pop culture on Dr. Dre’s 1992 album, The Chronic. Since then, it has become one of the most used memes on the internet. Most recently, “Deez Nuts” ran as an Independent candidate in the 2016 presidential election and polled as high as almost 10% in North Carolina.
The joke isn’t lost on the company, which 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?”
Dietz Nuts marks the first-ever “meat nut” snack for the company, and possibly the world. They are savory sausage bites, with a recipe based on their traditional European landjaeger, dried and cured.
“We couldn’t pass up the opportunity to tap into this pop culture phenomenon,” said Lauren Eni, vice president of brand strategy at Dietz & Watson. “As soon as RTO+P came to us with the concept, we knew we had to run with it. What’s resulted – the launch of a ‘first ever’ product, the expansion of our brand portfolio and culturally-inspired campaign – marks a very exciting moment for our 80-year old brand.”
This execution marks RTO+P’s fourth for Dietz & Watson and functions as part of the brand’s broader 'It’s a Family Thing' campaign, a platform which first launched last year.
“As soon as we started to work with Dietz & Watson over a year ago, we quickly recognized their forward-thinking attitude and willingness to think outside traditional marketing,” said Steve Red, president and chief creative officer, “which has created a great energy between our two teams to bring big fresh ideas to life. Dietz Nuts is the latest, combining consumer trends like the rise of snacking and the growing popularity of beef jerky with a pop culture hit like Deez Nuts.”
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. Dietz Nuts will be available on Amazon Fresh, Amazon Prime Now, and Dietzandwatson.com, in time for Super Bowl Sunday.