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Dig 'Em was the cartoon frog mascot of Kellogg's Sugar Smacks cereal which later became Honey Smacks. Dig 'Em was replaced by a bear shortly after the name change to reflect a closer tie to honey but Dig 'Em returned due to popularity.
In "No Country Club for Old Men", Peter claims that not all kids make it and uses the Sugar Smacks frog as an example. As a doctor tells him that he lost two more of his children and asks Dig 'Em what to do about their graves, he tiredly says "Dig 'em."