Tsql. Assign variable values from table

I am trying to assign variable values in a proc from a table. I'm doing this so the values can be changed in prod without editing script, just inserting to the table.  For purposes of this question I have left out details like versioning.
 
My problem is how to assign the value to to @variable at runtime
 
My code currently reads (EXAMPLE)
 
                Dim @MyVar1 as varchar(100)
                dim @myVar2 as datetime
 
                Set @MyVar1='Frankenstein'
                Set @myVar2 = 'January 2, 2011'
 
                SELECT * from myTable
                where Monster=@myVar1
                and myDate=@myVar2
 
myValTable contains columns myVariable and myValue:
 
myVar1||'Frankenstein'
myVar2||'January 2, 2011'
myVar3||'Spark Plugs'
 
I can't assign the values using dynamic sql because that would be in a different scope than the rest of the proc. (correct?,I've tried it, no go)
 
I'm thinking pivot the table on col @myVariable then assign with a SELECT @myVar1 = myVar1
but that seems like a lot of code, since the number of variables is unknown.
 
Any cheaper alternatives?
 
Thanks!!!