Dietz & Watson campaign celebrates multigenerational leadership
Campaign highlights the four generations of the Dietz and Watson families behind the brand.
Louis Eni, CEO of Dietz & Watson, shares lunch with his granddaughter.
Deli meat provider Dietz & Watson is launching a national campaign that brings its multigenerational leadership story front and center. The campaign, titled, “The Right Way, Even If It’s the Hard Way,” is a continuation of the brand’s 2023 platform and further underscores that the company has been family owned and operated for over 85 years.
The campaign pulls back the curtain on the people behind the brand, highlighting four generations of the Dietz and Watson families who have remained deeply involved in every aspect of the business since its founding in 1939; the campaign features a full creative rollout across online video, connected TV, digital audio, paid social and out-of-home placements.
“Many brands today claim to be family-owned, but few can match the hands-on legacy and long-standing integrity which define Dietz & Watson,” said Lauren Eni Canseco, chief marketing officer at Dietz & Watson. “This campaign is about honoring the deep sense of pride and responsibility that comes with being a family-run business. Our name is on every label, and that means something, because we hold ourselves to the same standard we do at home. If we wouldn’t serve it to our own family, we wouldn’t serve it to yours.”
Produced by Red Tettemer O’Connell + Partners, a Mod Op company, and shot by photographers Andy Anderson and Stevie Chris, the campaign’s creative direction draws inspiration from Paul Harvey’s “God Made a Farmer” to convey the pride, accountability and values that come with running a family business.
“This wasn’t just about making a campaign, it was about telling a legacy story that feels honest and lived-in,” said Steve Red, co-chief creative officer at RTO+P, a Mod Op company. “We wanted to create something that felt honest and real, just like the Eni and Yingling families themselves. What they’ve built over four generations isn’t just a business, it’s a living, breathing reflection of their values – from the factory floor to the dinner plate. Our job was to help the world see that.”
Debuting with paid placements the week of Aug. 4, 2025, the campaign features a 60-second anthem spot, a series of 30, 15 and 6-second cuts, as well as photography, digital banners and audio assets. The entire campaign reinforces the company’s commitment to quality and high product standards.
Source: Dietz & Watson
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