For the 2024 Halloween season, Dietz & Watson is bringing back its beloved Gabaghoul character to add some spooky fun to its product lineup. Partnering once again with creative agency Red Tettemer O’Connell + Partners, the brand aims to create an entertaining seasonal campaign centered around their premium “Dietz Dogs.”
This year’s campaign highlights the brand’s premium uncured hot dogs — “Dietz Dogs” — which are packaged in a new look and come in various flavors like Jumbo Beef, Beef Hot, Jalapeno Cheddar, and Bacon Cheddar. Dietz & Watson aims to inform consumers about the flavorful variety and attributes of these dogs, leaning into their “Right Way” philosophy of quality and transparency.
In the spirit of their commitment to entertainment during Halloween, Dietz & Watson has revived the Gabaghoul character, initially brought to life in 2021 by Vincent Pastore (of The Sopranos fame). This year, they’ve cast Steve Schirripa, also a Sopranos alum, as the new Gabaghoul — a friend of the original character.
The campaign features four spots — titled Mummy Dog, Ghosts, Hoagie Dog, and Not Now Ma — all set on a street corner at dusk with Schirripa as the Gabaghoul, slinging Dietz Dogs from his hot dog cart to adults and kids alike. These videos aim to combine humor, nostalgia, and the Halloween spirit. Watch below:
”Dietz has uniquely owned the Halloween season and we’re excited to bring DietzDogs into the ghoulish fun this year,” said Steve Red of RTO+P (ModOp). “And The Gabaghoul who has enjoyed so much brand love, makes his triumphant return, but in a different way – the iconic role, too big for just one actor, goes from one Soprano, Vincent Pastore, to his very own pal, Steve Schirripa.
”At Dietz & Watson, we’re committed to bringing the nostalgia of our products to consumers year round,” added Lauren Eni Canseco of Dietz & Watson. “Building on the momentum from season to season, we’re always excited to carry the energy into the fall with our annual Halloween campaign. Our goal this year is to inform consumers of our flavor variety and attributes of our Dietz Dogs, and who better to do that than the Gabaghoul?”
Additionally, the campaign includes partnerships with food influencers and content creators, including New York-based foodie and sandwich enthusiast Cugine. The campaign will offer further brand engagement with Philly-based pop-up events where a Gabaghoul will hand out free hot dogs and merchandise to trick-or-treaters.
The campaign officially launched on October 3rd and will run across multiple platforms such as Snapchat, Reddit, Pinterest, Meta (Facebook and Instagram), TikTok, and YouTube. Both organic and paid social media channels are being leveraged to maximize reach and engagement.
BRAND: Dietz & Watson
Marketing:
- Lauren Eni Canseco
- Devon Diehle
- Katie Atchison
- Jesse Lieblein
AGENCY: Red Tettemer O’Connell + Partners // ModOp
- Co-Chief Creative Officers: Steve Red, Steve O’Connell
- Executive Creative Director: Todd Taylor
- Group Creative Director: Ari Garber
- Art Director: Carly Kozacheck
- Senior Copywriter: Roman Manning
- Digital Designer: Jess Rosidivito
- Developer: Jordan Speed
- Account Management: Carla Mote, Susan Fortin Baraczek, Caity Smith, Allison Kasper, Riley Gilbert, Emily Red
- Brand Strategy: Vann Madison
- Social Strategy: Frank Esposito, Tim Stoeckle, Tyler Walsh
- Digital Strategy: Uri Weingarten, Aaron Grando
- Producers: Michael Hall, Niall Segundo, Joe Mosca
PRODUCTION:
- Director: Todd Taylor (RTO+P)
- Production Company: Format
- Post Production: RTO+P
- Editor: Chip Schofield
- Mix & Record: Milkboy
- Color: Alkemy X
MEDIA: Mediahub
REELated:
This article was brought to you for FREE. Independent Journalism is not. Please support Reel 360 News and Reel Chicago by donating here.
