Dietz & Watson launched Dietz Chips and Dietz & Dats in August 2022 with four video spots across TV, digital, audio, social, and a custom Snapchat AR Lens.
ARCHIVEDietz & Watson Doubles Down on Snacking With Two Bold New Products
Dietz & Watson launched "Looking to spice up your snack cabinet?" in August 2022, introducing two new snack products — Dietz Chips and Dietz & Dats — across the United States through four video spots distributed on television, digital, audio, social media, and a custom Snapchat AR Lens, earning a Clapboard Score of 67/100.
The Philadelphia-based meats and cheese brand entered the broader snacking category as a natural extension of its existing product line, following the success of Dietz Nuts, its savory meat bites. The 2022 campaign built on that established equity, using the same irreverent, wordplay-driven creative logic to introduce Dietz Chips — pickles eaten like chips — and Dietz & Dats, described as tasty morsels with an equally name-driven personality. The campaign comprised four spots titled "Snack Briefing," "Dietz Nuts," "Dietz Chips," and "Dietz & Dats," produced in both:15 and:30 formats to serve different placement contexts across the media plan.
The campaign's objective extended beyond product awareness. It was designed to establish Dietz & Watson as a credible and distinctive voice in the competitive snacking space across the US market — one capable of competing on personality and bold flavor rather than price or shelf presence alone. By pairing two new SKUs with a fully integrated campaign, the brand signaled a deliberate category expansion, treating snacking not as an adjacent opportunity but as a strategic pillar. The integrated nature of the campaign, spanning broadcast, streaming, audio, and social with a custom augmented reality activation on Snapchat, reflected an understanding that snack advertising in the United States now demands simultaneous presence across fragmented media environments to reach a broad consumer base.
ARCHIVEDietz & Watson entered the 2022 campaign with an established creative platform and a consumer insight that had already proven itself commercially. The brand had demonstrated, through the Dietz Nuts launch and its subsequent Super Bowl-era momentum, that irreverent naming and personality-first creative could cut through in a category dominated by legacy chip and snack brands. The 2022 work applied that same logic to two new products, each carrying a name engineered to invite conversation: "nuts being meat nuts," "pickles that you eat like chips," and morsels called "dats" — language that functions as both product description and social currency.
North America is identified as the largest regional market for savory snacks globally, according to Grand View Research, making the United States the most strategically significant arena for a brand like Dietz & Watson to assert category leadership. The snack advertising landscape in the US is intensely competitive, populated by multinational conglomerates with significant media budgets. Dietz & Watson's approach — rooted in regional identity, family heritage, and comedic irreverence — represents a differentiated positioning that independent brands can sustain where outspending rivals is not an option.
Red Tettemer O'Connell + Partners, which became Dietz & Watson's agency of record by 2018 according to rtop.com, had by 2022 built a multi-year creative platform under the "It's a Family Thing" banner. The 2022 snack campaign represented a continuation of that relationship and a deepening of the brand's snacking-specific identity. Brand Strategy was led by Vann Madison, ensuring the product launches were anchored in an articulated consumer position rather than treated as standalone tactical executions. The campaign's deployment across TV, digital, audio, and social — with Snapchat AR extending reach among younger US consumers — reflects a media strategy calibrated to both broad awareness and engagement-layer depth.
Director Casey Storm helmed all four spots in the campaign, bringing a consistent comedic register across "Snack Briefing," "Dietz Nuts," "Dietz Chips," and "Dietz & Dats." The creative execution is built on the same wordplay architecture that defined earlier Dietz & Watson work: product names that sound like something else, deployed with deliberate awareness of that double meaning to generate humor and memorability.
On screen, the spots stage scenarios in which characters treat the product names with mock-seriousness, leaning into the linguistic joke as the central comedic mechanism. The "Snack Briefing" spot, which accumulated 997,668 views, frames snack consumption as a formal intelligence briefing — a conceit that allows the brand to present its new products with exaggerated gravitas while the humor undercuts convention. The:15 and:30 format split gave the campaign flexibility to sustain the joke across both high-attention environments and faster-moving digital placements, where the punchline needed to land within seconds.
Creative leadership at Red Tettemer O'Connell + Partners included Co-Chief Creative Officers Steve Red and Steve O'Connell, Executive Creative Director Todd Taylor, and Group Creative Directors Ari Garber and Chris Plehal. Art direction was handled by Ty Crump and Max Gold, with copywriting by Roman Manning — whose work on the Dietz Nuts lineage had already established the verbal logic the 2022 spots extend. Producers Niall Segundo and Joe Mosca oversaw production, with post-production completed internally at RTO+P. As reported by reel360.com, Steve Red described the agency's intent as keeping the work "light-hearted and playful" while ensuring the products remained central to every execution. The custom Snapchat AR Lens extended this creative world into interactive territory, allowing US consumers to engage with the brand's personality beyond passive viewing.
Verified performance data for the "Looking to spice up your snack cabinet?" campaign is limited in public record. The "Snack Briefing":30 spot accumulated 997,668 views, representing meaningful organic reach for a regional specialty food brand competing in the broader US snacking category. No verified awards for this campaign are identified across major industry competitions based on available sources, including reel360.com and rtop.com.
Structurally, the campaign demonstrates several hallmarks of effective snack advertising. The integration of four distinct spots — each anchored to a named product — allowed for modular media deployment, with individual executions serving as standalone product introductions while the collective body of work reinforced a unified brand voice. The addition of a custom Snapchat AR Lens extended the campaign's footprint into participatory media, a channel particularly relevant to younger snack consumers in the United States. The:15 and:30 format split is consistent with best practice for campaigns that need to maintain humor and narrative coherence across both long-form and compressed placements.
The campaign's Clapboard Score of 67/100 reflects solid creative execution within a clearly defined strategic framework, with the score acknowledging the campaign's tonal consistency and product-launch clarity while indicating room for broader cultural impact. No verified sales figures or market share data specific to this campaign are publicly available. The launch did, however, mark Dietz & Watson's most ambitious snacking category expansion to date, introducing two new SKUs simultaneously under a single integrated creative platform in the US market.
The campaign launched Dietz Chips and Dietz & Dats in the United States in August 2022. It also featured Dietz Nuts, the brand's existing savory meat bites. All three products share a playful naming convention that drives wordplay-based humor across the campaign's four video spots.
Red Tettemer O'Connell + Partners created the 2022 Dietz & Watson snack campaign. The Philadelphia-based independent agency has served as Dietz & Watson's agency of record since at least 2018, according to rtop.com, building a multi-year creative platform rooted in family identity and irreverent humor.
Casey Storm directed all four spots in the campaign: "Snack Briefing," "Dietz Nuts," "Dietz Chips," and "Dietz & Dats." Post-production was handled internally by RTO+P. Creative direction was led by Co-Chief Creative Officers Steve Red and Steve O'Connell, with Executive Creative Director Todd Taylor overseeing the work.
The campaign ran across television, digital, audio, and social media platforms in the United States. It also included a custom augmented reality Lens on Snapchat. Video spots were produced in both:15 and:30 formats to serve different placement environments across the integrated media plan.
The campaign received a Clapboard Score of 67/100. The score reflects solid tonal consistency and clear product-launch execution, while indicating potential for broader cultural impact. The "Snack Briefing":30 spot accumulated 997,668 views, representing the campaign's most documented performance metric in public record.
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