Pushing the meat: Dietz & Watson, Philly ad firm RTO+P slay with new Super Bowl spot

Leave it to Steve Red, president and chief creative officer of longtime Philly ad firm Red Tettemer O’Connell + Partners to drop the words “Deez Nuts,” in a nationwide press release.

Supposed Red and the other peeps at RTO+P were just a little excited at the banger they recently dropped for Dietz & Watson. The duo launched the debut of a new meat snack called “Dietz Nuts” just in time for the Super Bowl using comedian/actor Craig Robinson. The sheer notion forces you to laugh if not at the absurdity of this snack, definitely at Robinson’s delivery.

“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 Red. “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.”

This is the fourth installment of television spots RTO+P has created for Dietz & Watson, coming off a 2018 campaign highlighted by ads featuring celebrity couple Brooklyn Decker and Andy Roddick. RTO+P, serves as a refinery for ads of all types, keeping pace with the major ad firms in New York and Los Angeles. On a whole, Philadelphia boasts some of the coolest creative agencies in the country, highlighted by the content farm that is Comcast and Xfinity, the Krang of the creative social sphere in the City of Brotherly Love. 

RTO+P snugly fits as one of the OGs in the Philly ad game, historically going through wins, losses and devastation with more style, grace and probably craft beer on tap as any firm in the city. As it stands today, it would appear the company is on the upswing as the agency of record for Dietz & Watson and tlocking in Robinson for the 30-second spot.

In the ad, Robinson asks a friend how Dietz Nuts taste, to get a firm grip on the meat nuts, urges his friend to put Dietz Nuts in his mouth and asserts that it’s a “fun snack,” in that classic delivery which made him a sensation on shows like The Office and in movies like Pineapple Express and Hot Tub Time Machine. The spot will join the rotation of ads around Sunday’s Super Bowl matchup between the New England Patriots and the Los Angeles Rams.

“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.”


  • Kerith Gabriel's Headshot

    Kerith Gabriel is the former editor-in-chief at Philadelphia Weekly but somehow hasn’t figured out that means he doesn’t have to write nearly as much. As a routine contributor, journalism has been in his blood since his beginnings as a sports writer over a decade ago for the Philadelphia Daily News.

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