Dietz & Watson - Ushering in the Super Bowl campaign 4 x 30 (USA)

Super Bowl Sunday is all about good food and good company, not to mention the football game, halftime show, and commercials. This year, Usher will be performing at the halftime show, promising to deliver an unforgettable entertainment experience.

While we can't predict which teams will make it to the big game each year, we can control our Super Bowl spread. With the help of Usher, Dietz and Watson is offering a range of game day recipes. The Philadelphia-based meat and cheese maker has partnered with the independent agency Red Tettemer O'Connell + Partners (RTO+P) to recruit four real NFL stadium Ushers. These Ushers will provide tips and recommendations on how to create the perfect spread that can rival any stadium experience.

If you need to please a crowd with different sandwich preferences, there's an Usher for that. They will make a 6-foot hoagie with different flavors at each foot, including fan-favorite buffalo chicken, Italian specialties like salami and prosciutto, and even your uncle Dave's must-have london broil roast beef.

"At Dietz & Watson, we love to go all-in for game day, as our portfolio of products make a diverse and easy entertainment spread,” says Lauren Eni, CMO of Dietz & Watson. “This year, we tapped our resident football ushers to help us share our favorite big game recipes - all while getting us pumped for the game. From classic Buffalo Chicken hoagies to trendy charcuterie, we want viewers to know we have quality options for everyone."

If you want to surprise and delight your guests, there's an Usher for that too. They will place a bag of Dietz Nuts under each guest's seat before they arrive. Now, that's an interesting serving suggestion.

The campaign features these four videos that will run across paid social media platforms like TikTok, Snapchat, Reddit, and Pinterest.

“Dietz & Watson is always looking for new ways to help fans enjoy the Big Game - creating Deli Deli, gameday meat and cheese delivery; and Dietz Nuts, the perfect fun snack for the game,” Said Steve Red, Co-CCO at RTO+P. “And this year we thought, who better than (an) Usher, to make the game day experience the best and most delicious it can be?”

You can also wow your friends and family with your charcuterie skills featuring Dietz & Watson's delicious, flavored cheddars like buffalo wing, bacon horseradish, and hatch chile chicken.

AGENCY Red Tettemer O’Connell + Partners

Co-Chief Creative Officers: Steve Red, Steve O’Connell

Executive Creative Director: Todd Taylor

Group Creative Director: Ari Garber

Art Director: Megan Skosnick & Dave Weist

Copywriter: Roman Manning

Account Management: Carla Mote, Susan Fortin Baraczek, Caity Smith, Riley Gilbert

Brand Strategy: Vann Madison

Producers: Niall Segundo, Joe Mosca

CLIENT Dietz & Watson

Marketing: Lauren Eni Canseco, Devon Diehle, Katie Atchison, Jesse Lieblein


Director: Todd Taylor

Production Company: RTO+P Wake&Make/Format

Post Production: RTO+P

Editor: Chip Schofield

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