The glory of having your team reach the Super Bowl is often replaced by anguish if things don’t go that team’s way, and that’s where Philadelphia-based meats and cheese purveyor Dietz & Watson comes in.
The company teamed up with independent creative agency Red Tettemer O’Connell + Partners on “Emotional Support Dogs,” which will help supporters of the losing squad ease their pain with emotional support hotdogs.
The campaign will run nationally across social platforms, with concentrations in select markets including the cities of the two Super Bowl 56 teams (Cincinnati and Los Angeles) and Dietz & Watson’s home base (Philadelphia).
There will also be a dedicated microsite and launch film.
Fans who tweet #DietzSupportDogs and #giveaway will receive a link to get two hotdogs delivered free-of-charge while supplies last.
“Emotional Support Dogs” marks the third Super Bowl stunt for Dietz & Watson and RTO+P, following “Deli Deli” for the Big Game in 2018, playing off Bud Light’s “Dilly Dilly” catchphrase, and “Dietz Nuts” in 2019, featuring Craig Robinson of The Office and the perfect gameday snack.
Dietz & Watson vice president of brand strategy Lauren Eni said in a statement, “From our perspective, the fact that this initiative will go live after the Super Bowl makes it pretty unique. While most big brands spend money in the lead up and during the game itself, we want to focus on the aftermath by giving some attention to the fans that need extra love the day after.”
RTO+P partner and co-chief creative officer Steve O’Connell added, “As we were developing creative, we noticed that not a lot is done around the losing team or its fans. The idea of highlighting one of D&W’s top-selling products as ‘Emotional Support Dogs’—and coming to the rescue for the fan family who’ve just been through one of the biggest letdowns in sports—seemed like the perfect idea for a brand that’s all about family. The past few years have been challenging for everyone. We can’t solve every problem, but we can brighten someone’s day with a free hot dog.”
CREDITS
Red Tettemer O’Connell + Partners
- Co-chief creative officers: Steve O’Connell, Steve Red
- Executive creative director: Todd Taylor
- Group creative directors: Ari Garber, Chris Plehal
- Art directors: Ty Crump, Max Gold
- Copywriter: Roman Manning
- Account management: Susan Fortin Baraczek, Riley Gilbert, Mitch Katz
- Brand strategy: Vann Madison
- Digital strategy: Frank Esposito, Tim Stoeckle, Uri Weingarten
- Producers: Heather Lanphar, Tori McNally, Niall Segundo
Dietz & Watson
- Marketing: Katie Atchison, Lauren Eni Canseco, Devon Diehle, Jesse Lieblein
Activation partner: Fooji
Media agency: Mediahub