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Deli company Dietz & Watson has unveiled its latest campaign to celebrate the start of the spooky season and its "Dietz Dogs."
The efforts, made together with long-time agency partner Red Tettemer O’Connell + Partners (RTO+P), bring back the ghostly gourmand character "Gabaghoul," first introduced by actor Vincent Pastore in 2021.
This time, the character will be played by the Sopranos' Steve Schirripa, as he reintroduces Halloween-inspired hotdog offerings from the Philly-favorite brand.
Apart from Gabaghoul, the initiative spotlights Dietz & Watson's uncured "Dietz Dogs," boasting a new packaging and four new flavors:
- Jumbo Beef
- Beef Hot
- Jalapeño Cheddar
- Bacon Cheddar
"At Dietz & Watson, we’re committed to bringing the nostalgia of our products to consumers year round. Building on the momentum from season to season, we’re always excited to carry the energy into the fall with our annual Halloween campaign," shared Dietz & Watson Executive VP of Brand Strategy Lauren Eni Canseco.
"Our goal this year is to inform consumers of our flavour variety and attributes of our Dietz Dogs, and who better to do that than the Gabaghoul?” she continued.
Revisiting iconic characters from previous campaigns always makes for a fun and nostalgic brand marketing strategy. Gabaghoul is no exception to this, bringing in the fun and the spooks to deli lovers and Halloween enthusiasts this season.
Gabaghoul Mans the Stall
"Hoagie Dog" begins at a Dietz & Watson's food stand, where a man orders an Italian hoagie from the Gabaghoul.
"How about an Italian hoagie Dietz Dog, made with uncured beef and topped with salami, prosciutto, and provolone?" Gabaghoul offered, as viewers got a glimpse of the different uncured beef franks.
"Mummy Dog" sees the ghastly man talking directly to the audience, touting the "Dietz Dog" as the "ultimate meaty snacks for your snotty little goblins."
"Once you get your hotdog grilled and dressed real nice, you wrap it up," he tells a mother and his son, as he pulls out Charlie the mummy from his stand to wrap the hotdog with.
The spot ends with Gabaghoul handing the two hotdogs to the mother and her son, partially wrapped in the mummy's bandages.
Recently, Life Cereal also brought back its iconic "Mikey" character in a nostalgic new campaign.
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