Choose the Table:
Re-centering Center Mealtime w/ Dietz & Watson

As a family-owned and -run brand, Dietz & Watson has always centered their family's lives around meals: what you make, how you make it, and how everyone gets to enjoy that time together.

Creating that space has become difficult for modern families who are juggling the pressures of work, school, and personal relationships in an increasingly digitized and screen-filled world. While connections can be made and cultivated through digital mediums, the Dietz family wanted to deliver a message about how food can unite whoever one may consider family: siblings, lovers, friends.

We came up with the idea of "choosing the table" in our lives again: the small, but easily overlooked, act that allows people to connect over the experience of eating, with Dietz & Watson products at the center. With their expanded product range, which now includes organic options, small-batch creations, and artisanal spreads, families can create special moments at mealtime, with a variety of products to suit the occasion. We launched the campaign with a series of social ads, a microsite with exclusive recipes and messages from the Dietz family, and a contest that invited brand loyalists to choose the table with the Dietz family and select high-profile chefs.

Role: Concepting, Copywriting, Scriptwriting