Dietz & Watson offers “Emotional Support Dogs” for Super Bowl losers

(Give this guy an Emotional Support Hotdog)

Losing hurts. As Philly and Chicago fans, the Reel 360 team understands all too well. And there’s nothing quite like the anguish of football fans on Super Bowl Sunday when their team doesn’t win. The perfect cure? An emotional support dog. Hot dog, that is. Dietz & Watson has teamed up with Philly agency, Red Tettemer O’Connell + Partners (RTO+P), to launch a Super Bowl campaign for the losers this year.

The Philly-based meats and cheese purveyor is introducing “Emotional Support Dogs,” offering sad fans free “emotional support” hot dogs the day following the big game. Anyone who tweets #DietzSupportDogs🌭+ #giveaway will automatically receive a link to get two warm, comforting hot dogs right to their front door, totally free while supplies last.  Watch below:

This effort marks Dietz & Watson and RTO+P’s third Super Bowl hack. In years prior, they launched Dietz Nuts as the perfect game day snack with The Office alum Craig Robinson.

Previously, the brand created a live interactive medieval deli and snack delivery effort on gameday dubbed “Deli Deli!” drafting off the popular beer brand phrase “Dilly Dilly!”.

REELated: Keep Up with all of Reel 360’s Super Bowl coverage

“From our perspective, the fact that this initiative will go live after the Super Bowl makes it pretty unique,” said Lauren Eni, Vice President of Brand Strategy at Dietz & Watson. “While most big brands spend money in the lead up and during the game itself, we want to focus on the aftermath by giving some attention to the fans that need extra love the day after.” 

“As we were developing creative, we noticed that not a lot is done around the losing team or its fans. The idea of highlighting one of D&W’s top-selling products as “Emotional Support Dogs” – and coming to the rescue for the fan family who’ve just been through one of the biggest letdowns in sports – seemed like the perfect idea for a brand that’s all about family,” said Steve O’Connell, Partner and Co-Chief Creative Officer at RTO+P. “The past few years have been challenging for everyone. We can’t solve every problem, but we can brighten someone’s day with a free hot dog.”

Combining several digital and physical components, the campaign will run nationally across social, with concentrations in select markets including Philadelphia, Los Angeles, and Cincinnati. In addition to the Twitter integration, the campaign will include a dedicated microsite, slated to go live this Thursday.

This campaign is a winner.


CLIENT: Dietz & Watson

  • Marketing: Lauren Eni Canseco, Devon Diehle, Katie Atchison, Jesse Lieblein
  • Activation Partner: Fooji
  • Media Agency: Mediahub

AGENCY: Red Tettemer O’Connell + Partners (RTO+P)

  • Co-Chief Creative Officers: Steve Red, Steve O’Connell
  • Executive Creative Director: Todd Taylor
  • Group Creative Directors: Ari Garber, Chris Plehal 
  • Art Directors: Max Gold, Ty Crump
  • Copywriter: Roman Manning
  • Account Management: Susan Fortin Baraczek, Mitch Katz, Riley Gilbert
  • Brand Strategy: Vann Madison 
  • Digital Strategy: Uri Weingarten, Frank Esposito, Tim Stoeckle
  • Producers: Niall Segundo, Tori McNally, Heather Lanphar

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