Philadelphia-based meats and cheese manufacturer Dietz & Watson has launched a new product as a go-to game day snack – Dietz Nuts, and it has The Office alum, Craig Robinson, making plenty of double entendre jokes in a 30-second spot.
Originally concepted as a Super Bowl stunt and a play on the brand’s name, the company worked closely with its agency of record, full-service creative agency Red Tettemer O’Connell + Partners (RTO+P) to actually bring the product to shelves after realizing there was whitespace in the market.
The phrase “Deez Nuts” originally broke into pop culture on Dr. Dre’s 1992 album, The Chronic. Since then, it has become one of the most used memes on the internet. Most recently, “Deez Nuts” ran as an Independent candidate in the 2016 presidential election and polled as high as almost 10% in North Carolina.
The joke isn’t lost on the company, which decided to bring in Robinson to deliver a bunch of zingers with the snack’s name. He is seen sitting on a couch with brother Chris, who asks him what he’s eating. After stating the name of the product and explaining that they are “meat nuts”, Robinson encourages Chris to grab a handful of Dietz Nuts, tells him to “get a good grip” and asks him, “How Dietz Nuts taste? Are they delicious?”