Celebrating its 80th anniversary, Dietz & Watson, the Philly-based deli foods preparer, certainly made up for a boring matchup between the New England Patriots and Los Angeles Rams by airing its Dietz Nuts meat snacks commercial. Come May 1, nearly three months after the hysterical television spot, the Philly business will open a pop-up store that pays tribute to the product through eponymous boxers, while also selling other irresistible branded goods.

Hot dog bathing suits, Hot Dog Life T-shirts and vintage lunch boxes will help the overseers garner more awareness for their meat and cheese options, but we would venture to say that the underwear selections are going to prove the most popular buy. We’re going to say that the pop-up store, situated along Philadelphia’s immensely popular South Street, is going to cause all other branded merch campaigns to “meat” their match. (Sorry!) While images of the items are not yet available through the Dietz Gear section of the Dietz & Watson website, the very idea of calling on what is bound to be a comedic garment to mark the company’s anniversary is going to be good enough to have us hope the next two weeks go quickly.

Got ya! Unlike 98% of yesterday’s social media posts, ours was NOT an April Fool’s joke. Dietz Nuts Sacks are dropping now. Grab yours before they’re gone: https://t.co/E4ImwB1luH. pic.twitter.com/sLVyCqVYDE

— Dietz & Watson (@DietzandWatson) April 2, 2019

After the opening, end-users can anticipate nearly three months of sales and events, as Dietz & Watson will helm the Delishop until July 28. As Marketing Dive notes, the pop-up location will enable the business, through the branded products, “to deliver the type of experiences and social media-ready purchases favored by millennials.” The site also gives kudos to the decision by Dietz & Watson to be “true to the brand’s Philadelphia roots,” a choice that is going to receive a May 4 bump from Gritty, the irrepressible mascot of our hockey heroes, the Flyers.

While we envision that the masses will head to 501 South Street to enjoy the protein-packed offerings, we more firmly believe that they will part with more cash to secure the merchandise than they will to fill their stomachs. Such is our faith that Dietz & Watson, which already has drawn attention to the Dietz Nuts treats through an accompanying bag, will make consumers go nuts for Dietz Nuts boxers and other soft goods, not to mention the lunch box.