- Every year, a bunch of brands try to steal the spotlight during Super Bowl Sunday with a series of wacky stunts.
- But the deli brand Dietz & Watson is going one step further and creating a whole new product line, specifically catered to the most-watched football game of the year.
- The company has rolled out “Dietz Nuts,” a game-day snack that is essentially bite-sized bits of meat jerky.
- The move was not only a chance for the brand to tap into a big pop-culture phenomenon, but also stand out in a crowded space — without paying $5 million for a TV ad.
- Plus, it lets the company enter into a new product area.
From fake reboots of ’80s Australian blockbusters to showing a Super Bowl ad to only one person, there is no dearth of brands trying to steal the spotlight during Super Bowl Sunday with a series of wacky stunts.
But no brand has created a whole new product line specifically catered to the Super Bowl — until now.
Philadelphia-based Dietz & Watson is rolling out “Dietz Nuts” in the market, touting it as a new go-to game-day “meat nut” snack. But don’t be fooled by the name; it actually has nothing to do with nuts, and is essentially bite-sized, savory bits of meat jerky. The recipe is based on traditional landjaeger, a sun-dried European sausage.
Dietz Nuts was not always intended to be an actual product. In fact, it was conceptualized as a stunt to hijack the big game with a play on the popular “deez nuts” meme, an expression used to deliberately interrupt a conversation that became widely popular on the internet.
“It just so happens that Dietz & Watson has the perfect name to play on that phrase,” Steve Red, president and chief creative officer at the brand’s agency RTO+P told Business Insider. “That, and the fact that we saw a huge opportunity in the dried-meat snack category made this the perfect idea.”
Dietz & Watson simply couldn’t pass up the opportunity, Lauren Eni, the brand’s VP of brand strategy, told Business Insider. Not only was it a chance to tap into a big pop-culture phenomenon, but also to do something off the beaten path and stand out in a crowded space, as well as make inroads in a new product category with a new addition to its brand portfolio.
“We’re an 80 year-old heritage brand that’s been around for a long time, and yet we’re not necessarily top-of-mind for consumers,” Eni said. “Our goal is to become a nationally-known brand, and for that we have to evolve and cater to new demographics and markets that we haven’t paid attention to — and bring our brand to the forefront.”
And, of course, not every brand thinks it’s worth it to shell out $5 million for 30 seconds of airtime during the big game on Super Bowl Sunday either. Every year, a string of brands, for instance Skittles this year, try to bypass Super Bowl ads by pulling off other stunts instead.
Dietz & Watson is also one of them, and has opted for humorous regional stunts during the Super Bowl until now.
Last year, for example, the brand delivered deli meats and cheeses to Super Bowl parties across Philadelphia in a campaign called “Deli Deli” to troll Bud Light’s “Dilly Dilly” ads.
This year, the brand is running a new ad campaign featuring comedian and “The Office” actor Craig Robinson and his brother, Chris Robinson, to create awareness, amplify the new line of products and drive sales.
A 30-second spot sits at the center of the effort, which will run primarily across digital and social platforms including Facebook, Twitter, YouTube, Twitch, and Vevo, among others. The campaign will also tap celebrity influencers to test out and promote the new product.
Dietz Nuts will be available online starting Tuesday, January 29, less than a week before the big game on February 3. It is being sold on Amazon Fresh and Prime Now and on-demand convenience delivery service GoPuff, as well as the brand’s own website.
That itself is a strategic move by Dietz & Watson to not only aim for the widest possible reach before the Super Bowl, but it’s also efficient targeting. The company has been trying to go deeper into e-commerce, as well as get access to a greater swath of consumer data.
“E-commerce is big for us right now, and we see a huge opportunity to grow our business there,” Eni said. “The targeting on these platforms is the best way to get customer trial, and we are then able to track the performance all the way to sales.”
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