Philadelphia-based deli foods maker Dietz & Watson is running a regional Super Bowl pre-game ad with a knowing wink to Bud Light’s popular campaign playing off the “Dilly Dilly” catchphrase.
The spot was created by Red Tettemer O’Connell + Partners, which Dietz & Watson recently named as its agency of record. It opens with Ye Royal Deli attendant bellowing a hearty “Deli Deli,” before introducing a new food giveaway by “ye royal purveyor of meats and cheeses” at DeliDeli.live.
The ad even makes a nod to the product whose catchphrase it steals, when a member of the crowd asks if there is also free beer. (No, no, there is it, but they have all the meats.)
The pregame spot will run regionally four times before Super Bowl LII, including the 5:58 lead-up to the Big Game, in support of the promotion.
Visitors to the “Deli Deli” microsite will be met with a 10-hour livestream across Facebook, Twitter, and YouTube, where they can place their custom #DeliDeli orders. Ye Olde Deli Attendant will then slice up a quarter pound of the desired meat or cheese, and Dietz & Watson will ship it to customers in select markets via Amazon Fresh. One lucky contestant will even win ye meat and cheese for life.
Paid digital and social components will drive traffic to the microsite. The social media component will feature support from social influencers, including Michael Rappaport and Anthony Anderson. The campaign will also include an out-of-home component around digital billboards in Center City Philadelphia, and the brand will hand out “Deli Deli” T-shirts and other swag during game day festivities in the city.
Adweek reached out to Bud Light about the spoof, but the AB InBev brand did not immediately respond. Maybe they’re busy sending out a town crier.