In partnership with its creative agency of record, Red Tettemer O’Connell + Partners, Philly-based premium meats and cheese manufacturer Dietz & Watson has launched a new set of holiday ads featuring real-life couple Brooklyn Decker and Andy Roddick. The ads mark the latest iteration of the brand’s “It’s a Family Thing” campaign, which launched earlier this year.
“Ham for the Holidays" shows Brooklyn snapping a picture of her perfect holiday ham, while "Say Cheese" shows the beloved model and actress preparing a meat and cheese plate. In both spots, she almost knocks the food onto the floor. Luckily, Andy cheekily catches the snacks with his tennis racket in a fun callback to his profession. In addition to “Say Cheese” and “Ham for the Holidays,” the campaign consists of two other 15-second spots that launched on social and digital back in November, which kicked off the holiday-centric creative, and one :30-second TV spot which will run throughout November and December.
A social initiative called Ham-O-Gram also accompanies the spots. Knowing that everyone, Brooklyn included, loves a ham at the holidays, Dietz & Watson has asked its social followers to offer up peoples who might enjoy receiving one. Then, each Friday, three recipients get picked to receive one.
Give us an overview of the campaign, what is it about and what was your role in the creation?
One portion of an overall campaign that shows how good food brings out that special “thing” that bonds family and “framily” together. Videos star Brooklyn Decker, actor and entrepreneur and Andy Roddick, champion tennis player, who in addition to being famous, also happen to be a pretty typical young, busy family. The campaign tagline: IT’S A FAMILY THING.
RTO+P is the agency of record and creator of the campaign for Dietz & Watson, working together since 11.18.
Was the brief for this holiday campaign any different that than the usual? What challenges did that present?
The brief was the same – show how Dietz & Watson brings out that “family thing” by connecting people around delicious, premium meats and cheeses - but give it a holiday slant.
What inspired you to approach the campaign this way?
Dietz & Watson has been a family owned and operated company for 80 years and has always celebrated an expanded and evolved notion of what “family” means.
What’s a “behind the scenes” story that only you know about?
Brooklyn can riff songs about cheese and meat all day long and Andy is a pretty terrific comedic actor for being a tennis star.
Are there any holiday ad tropes that you think should be retired by now?
Nah, we’re a sucker for the holidays. Bring on the goosebumps, tears and schmaltz.
What is your favorite holiday campaign of all time?
Love, love, love the Apple “Misunderstood” spot.
What can we expect from your agency in 2019?
We’re fortunate to have a ton of lovely momentum heading into 2019, with a pretty ridiculously fun product launch for one client, a partnership with Puffins for another and a bunch of other unconventional ideas and activations in the works.
What do you think the advertising industry's New Year’s resolution should be?
Stop saying the word “Data” and start finding ways to tell unforgettable stories using it.