Big Food feels bigger — and less
trusted — than ever. Dietz & Watson’s answer: a campaign built on four generations of family ownership, themed “The
Right Way, Even If It’s the Hard Way,” that puts accountability and the people behind the brand front and center.
In an era of large-scale meat
recalls, the ads spotlight safety, quality, and the company’s persnickety approach to taste: no artificial flavors, fillers, MSG, nitrates, or antibiotics.
From Red Tettemer O’Connell + Partners (owned by Mod Op), the work spans online video, connected TV, digital audio, paid social, and out-of-home. It blends heritage storytelling
with modern creative execution.
“This campaign is about honoring the deep sense of pride and responsibility that comes with being a family-run
business,” says Lauren Eni Canseco, CMO of the Philadelphia-based company. “Our research has consistently shown that family ownership is a valuable point of difference. Consumers like to
know there are real people behind the quality and safety of their food.”
Ads are tagged, “It’s a family thing.”
The spots
feature multiple family members still active in the day-to-day operations of the 85-year-old company. That human touch, resonates in a shifting meat market, Canseco tells CPG
Insider. The public is more skeptical about meat-raising practices and still remembers last year’s massive Boar’s Head recall due to listeria. At the same time, demand for protein
remains strong, even as shoppers work to rebalance grocery spending.
“This is an era where people are looking for protein, and we are, of course, true
protein,” she says. “But people also hear so much about recalls, so while they want more of the kinds of products we make, they’re also hesitant. That’s why these ads highlight
our ingredients and processes.”
Value is another selling point. “We’re in a position to provide a high-quality, high-protein option that
isn’t like buying a piece of filet mignon,” adds Canseco, who is part of the fourth generation of ownership. “You can get a pound or two of deli meat and make multiple meals for your
family.”
The company’s sales are strongest on both coasts. The push also aims to grow share in the South Atlantic and Midwest, which Canseco calls “emerging regions”
for the brand
While customers have core favorites, she’s continually surprised by the depth of regional cravings. “People think, ‘There’s ham, turkey, roast beef,
chicken.’ But it’s so much more. Just in sweet turkey, we have honey turkey, maple turkey, honey maple turkey — all because flavor profiles vary so much by geography.”