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May 23, 2019

Dietz & Watson Launches Pop-Up Apparel Shop

The edgy merchandise features meaty references and double entendres.

By  John Corrigan

If you’re dating a vegan and need a way to let them down easy, may we suggest a “frank u, next” T-shirt?

Deli meat producer Dietz & Watson has unveiled a smorgasbord of hilarious, meaty merchandise for any occasion. There’s a “big ham” three-quarter T-shirt for your dramatic nephew, a “grilly grilly” apron for Father’s Day, and a “salami mami” crop hoodie for your bae. Just in time for summer, there is also a batch of seasonal items such as a “body by bacon” one-piece bathing suit, a “Dietz Nuts” fanny pack and hoagie-plastered flip flops.

Most of the apparel can be found in Dietz & Watson’s “Delishop,” a 3,000 sq. ft. pop-up store in Philadelphia, where the company’s headquarters are located. Lauren Eni, vice president of brand strategy, has been working on the concept for months, Philly.com reported. Her grandmother, Ruth “Momma” Dietz Eni, had been the face of the company’s advertising campaign for the past decade. Before she passed away in February, Momma Dietz reportedly told her granddaughter that they needed to do something different to drive business as the company celebrates its 80th year.

 

The pop-up store is part of the company’s bid to attract younger consumers and stand out in a crowded marketplace. Unique, branded merchandise has been all the rage for food companies as of late. Earlier this month, Taco Bell released a new line of summer-themed swag, including swim trunks, beach towels and pool float. Auntie Anne’s website promotes its “pretzel swag” with pretzel-themed leggings, tote bags, sweatshirts, and T-shirts, with all proceeds going to Alex’s Lemonade Stand Foundation. Arby’s released a $25 subscription box in January that gives customers one package a month for six months full of branded merchandise. Chobani partnered with Top 40 distributor BAMKO (asi/131431) to roll out a children’s clothing line in March to promote its Greek yogurt kids’ snacks. Kellogg’s launched a special line of branded T-shirts in honor of mascot Tony the Tiger to celebrate National Cereal Day. And don’t forget Saucony’s avocado toast-themed sneakers.

Dietz & Watson’s pop-up store encourages visitors to take pictures in a hot dog chair, a mini booth with a light-up Dietz & Watson sign, mannequins posed to be grilling hot dogs and a section to play “meat & cheesy” cornhole. So far, the company has seen a roughly equal split in sales between the accessories and apparel and the food, Philly.com reported.

 

The pop-up store is open until July 28. If you can’t make it to Philly, the branded merchandise is also available at Dietz & Watson’s online apparel store.