Craig Robinson Likes Dietz Nuts|短视频|广告营销案例【ADGuider广告指南】

克雷格 · 罗宾逊喜欢 Dietz 坚果

案例简介：总部位于费城的高级肉类和奶酪制造商 Dietz & Watson 推出了一种新产品，被认为是消费者新的游戏日小吃，Dietz 坚果。最初被认为是超级碗的特技表演和该品牌的名字，该公司与其唱片公司密切合作, 全面服务的创意机构 Red Tettemer o 'connell + Partners (RTO + P) 在意识到市场上有空白后，实际上将产品上架。Dietz 坚果标志着 Dietz & Watson 和世界上第一个 “肉坚果” 小吃。Dietz 坚果富含蛋白质，美味的香肠叮咬。该食谱基于他们传统的欧洲 landjaeger，经过干燥和固化，达到完美。“Deez 坚果” 这个短语最初在 Dre 博士的 1992 张专辑《慢性》中闯入流行文化。从那以后，它已经成为互联网上最常用的模因之一。最近，“迪兹 · 坚果” 作为独立候选人参加了 2016 届总统选举，在北卡罗来纳州的民意调查高达近 10%。一个长期的肉类和奶酪供应商和家族经营的品牌, dietz & Watson 意识到，当这个想法第一次呈现给他们时，他们有一个独特的机会在这个类别中开拓新的领域，并创造美国最喜欢的游戏日小吃之一。Dietz & Watson 品牌战略副总裁劳伦 · 埃尼说: “我们不能错过利用这种流行文化现象的机会。”。“RTO + P 一提出这个概念，我们就知道我们必须带着它跑。结果是 -- 推出了 “有史以来第一个” 产品，扩大了我们的品牌组合，并开展了受文化启发的活动 -- 这对我们 80 岁的品牌来说是一个非常激动人心的时刻。 “为了提高对发布的认识并推动销售，Dietz & Watson 还推出了 RTO + P 创建的新广告活动主要在数字和社交平台上运行，30 秒的位置是工作的中心。现场的主角是喜剧演员和办公室校友克雷格 · 罗宾逊，他和他的哥哥克里斯闲聊，谈论新的小吃是如何成为完美的游戏日。但是因为 Dietz Nuts 有一个相当不寻常的名字 -- 它是世界上第一个肉坚果 -- 这对夫妇在保持对话的直率方面遇到了一点困难。这一执行标志着 RTO + P 对 Dietz & Watson 的第四次执行，并作为该品牌更广泛的 “这是一个家庭的事情” 活动的一部分，该活动于 2018年5月首次推出。“一年多前，我们一开始与 Dietz & Watson 合作，我们就很快认识到他们的前瞻性思维态度和在传统营销之外思考的意愿，” 史蒂夫 · 瑞德说, 总裁兼首席创意官。 “这在我们两个团队之间创造了巨大的能量，将新的想法付诸实践。Dietz 坚果是最新的，结合了零食的兴起和牛肉干的日益流行等消费趋势，以及像 Deez 坚果这样的流行文化。“除了数字和社会推动,该活动将包括店内元素，并利用音乐和娱乐界的名人影响力来测试和推广新产品。Dietz 坚果将在 Amazon Fresh 、 Amazon Prime Now 和 Dietzandwatson.com 上市，正好赶上超级碗周日。

克雷格 · 罗宾逊喜欢 Dietz 坚果

案例简介：Philadelphia-based premium meats and cheese manufacturer Dietz & Watson has launched a new product posed to be consumers’ new go-to game day snack, Dietz Nuts. Originally concepted as a Super Bowl stunt and a play on the brand’s name, the company worked closely with its agency of record, full-service creative agency Red Tettemer O’Connell + Partners (RTO+P) to actually bring the product to shelves after realizing there was whitespace in the market. Dietz Nuts marks the first-ever “meat nut” snack for Dietz & Watson and the world. Dietz Nuts are protein-packed, savory sausage bites. The recipe is based on their traditional European landjaeger, dried and cured to snackable perfection. The phrase “Deez Nuts” originally broke into pop culture on Dr. Dre’s 1992 album, The Chronic. Since then, it has become one of the most used memes on the internet. Most recently, “Deez Nuts” ran as an Independent candidate in the 2016 presidential election and polled as high as almost 10% in North Carolina. A long-time meats and cheeses purveyor and family-run brand, Dietz & Watson realized they had a unique opportunity to break new ground in its category and create one of America’s new favorite game-day snacks when the idea was first presented to them. “We couldn’t pass up the opportunity to tap into this pop culture phenomenon,” said Lauren Eni, VP 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.” To create awareness around the launch and drive sales, Dietz & Watson has also unveiled a new advertising campaign created by RTO+P. Running primarily on digital and social platforms, a 30-second spot sits at the center of the effort. The spot features comedian and The Office alumnus Craig Robinson having a casual conversation with his brother, Chris, about how the new snack food makes the perfect game day treat. But because Dietz Nuts has a rather unusual name – and it’s the world’s first Meat Nut – the pair runs into a bit of trouble keeping the conversation straight. This execution marks RTO+P’s fourth for Dietz & Watson and functions as part of the brand’s broader “It’s a Family Thing” campaign, a platform which first launched in May 2018. “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 Steve Red, President and Chief Creative Officer. “which has created a great energy between our two teams to bring big fresh ideas to life. 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.” In addition to the digital and social push, the campaign will include in-store elements and tap celebrity influencers from the music and entertainment world to test out and promote the new product. Dietz Nuts will be available on Amazon Fresh, Amazon Prime Now, and Dietzandwatson.com, just in time for Super Bowl Sunday.