PHILADELPHIA, PA — Dietz & Watson is doubling down on its heritage with the launch of a national campaign spotlighting its four generations of family leadership. Titled “The Right Way, Even If It’s the Hard Way,” the initiative builds on the company’s 2023 brand platform and reinforces its 85-year identity as a family-owned and family-operated business.
The campaign highlights the hands-on role the Dietz and Watson families have played since the company’s founding in 1939, underscoring their influence in every aspect of operations. The creative rollout spans 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, the company’s chief marketing officer. “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 (RTO+P), a Mod Op company, and photographed by Andy Anderson and Stevie Chris, the campaign draws creative inspiration from Paul Harvey’s “God Made a Farmer.” The approach is designed to convey the pride, accountability, and authenticity 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. “What they’ve built over four generations isn’t just a business, it’s a reflection of their values – from the factory floor to the dinner plate.”
Launched the week of August 4, 2025, the campaign includes a 60-second anthem, shorter video cuts, photography, digital banners, and audio elements. All reinforce Dietz & Watson’s commitment to quality, with a clear message that the company’s high standards are rooted in its family name.
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