Meet Sammie, the Meat and Cheese Puppet with a Big Mission

​Format joined creative forces with Red Tettemer O’Connell + Partners (RTO+P) to bring a bold—and delightfully quirky—idea to life for Dietz & Watson’s latest back-to-school campaign. More than just a commercial, this project carried a purpose: a partnership with the impactful non-profit No Kid Hungry, dedicated to ending childhood hunger.

The brief came in hot and simple: 'Can you make a puppet out of Dietz & Watson’s real meat and cheese?'

Format’s answer? A resounding yes.

Enter 'Sammie,' a one-of-a-kind character literally built from the brand’s signature products. Crafted with imagination (and some very careful assembly), Sammie became the unlikely star of the campaign—part mascot, part storyteller, and all heart.

To make Sammie more than just a visual gag, Format tapped into the expertise of puppet master Roni DeFalco of RONDEE Productions. Roni's artistry gave Sammie charm, personality, and, most importantly, a voice. With RTO+P’s Todd Taylor and Format’s Nic Reader co-directing the creative vision—and Format’s EP Mike Gualtieri steering the production from start to finish—the team transformed an ambitious ask into a fully fleshed-out (pun intended) campaign.

The shoot was equal parts technical precision and playful experimentation. Building cinematic moments around a puppet made of real food required inventive problem-solving, clever staging, and a shared willingness to embrace the weird in pursuit of something wonderful. The end result was a series of spots that balanced humour and heart—showcasing Dietz & Watson’s products in an unexpected way while supporting a cause that truly matters.

Sammie wasn’t just a puppet. He became a messenger, delivering a powerful story about food, community, and the importance of ensuring kids get the meals they deserve. For every laugh Sammie sparked, he also reminded viewers of the campaign’s deeper mission: to help fill children’s lunch tables across the country.

The final work stands as a testament to creative collaboration. With RTO+P’s bold concept, Format’s production muscle, and the shared commitment of everyone involved, the team turned a sandwich puppet into something far greater: a symbol of creativity with impact.

The video is now on Dietz & Watson’s official website and YouTube channel, proof that when imagination and purpose combine, even a puppet made of meat and cheese can help make a real difference.