The winner of a Super Bowl Sunday promotion will receive the first installment of his lifetime supply of Dietz & Watson deli meats and cheeses.

Kevin Williams of Philadelphia was set to get his first delivery from Philadelphia-based Dietz & Watson — a “treasure chest” full of meat and cheese delicacies — on Feb. 28.

Williams won a contest that ran on the company’s social media sites on Super Bowl Sunday Feb. 11. The “Ye Royal Deli” promotion, as it was called, featured the tagline “Deli, Deli,” a takeoff on Bud Light’s series of Medieval-themed ads with the “Dilly, Dilly” tag.

During the event, Dietz & Watson took orders for free Dietz & Watson meats and cheeses via social media. Deliveries within Philadelphia were made by people dressed in medieval garb. Outside of Philadelphia, participants received orders via Amazon Prime Now.

In all, Dietz & Watson is distributing 18,500 gift packs ordered through the promotion.

“We weren’t sure how many people would participate in this promotion, and to be honest it was a lot more than we were estimating,” says Lauren Eni, the company’s vice president of brand strategy. “But what a great problem to have! The opportunity for us to reach out and communicate on-on-one with these potential customers and thank them for participating in the promotion and giving them a chance to try our premium deli meats and cheeses.”