Ever get to the deli counter and realise you’re not quite sure what you’re craving? 

Step into Craig’s Corner, where comedian and The Office alumnus Craig Robinson can help you build the perfect sandwich, in a new campaign for Dietz & Watson from its creative agency of record, Red Tettemer O’Connell + Partners (RTO+P).

Two 30-second spots sit at the centre of the campaign, Peppered Susan and Siracha Susan filmed prior to the COVID-19 pandemic. In each spot, Craig appears behind the deli counter (aka: Craig’s Corner) as he prepares a sandwich for a shopper named Susan, assuring her that his recommendation will take her sandwich to the next level and drawing on fun puns like: “Ham, girl. It’s amazing!” Ultimately, he wins her over with the all-important advice to trust the sandwich.

In addition to the main spots, the campaign includes several short videos featuring pun-filled riffs from Craig. Like Cheddarwurst, “Cheddarwurst! Don’t be sad. You’re not the worst. You’re the best. I’m going to start calling you Cheddarbest.”

This campaign is the latest work in the brand’s broader It’s A Family Thing campaign, which first launched back in 2018. Dietz & Watson and RTO+P first collaborated with Craig Robinson for the 2019 campaign to launch Dietz Nuts, the first ever “meats nuts” snack, in tandem with that year’s Super Bowl.

The spots will run nationally across addressable TV and online (including OLV, CTV, and YouTube True View). Both paid and organic social will also be leveraged across 20 major markets as well.