Hellmann's Celebrates Sandwiches with Andy Samberg's Sweet Sandwich Time for the Big Game

Hellmann's Celebrates with Sweet Sandwich Time

As the excitement for the Big Game builds, Hellmann's Mayonnaise has stepped into the spotlight with a clever and catchy advertisement featuring comedian Andy Samberg, known for his humor and memorable performances. In this year's campaign, titled "Sweet Sandwich Time," Samberg takes on the role of 'Meal Diamond,' a playful homage to the legendary Neil Diamond. The advertisement includes a fun reinterpretation of the classic song "Sweet Caroline," transformed to celebrate the deliciousness of sandwiches enhanced by Hellmann's mayo.

The 30-second spot is set to air during the highly anticipated fourth quarter of the game on February 8. Samberg’s enthusiastic and engaging performance is expected to resonate with fans as he serenades sandwich lovers and invites everyone to join in the sing-along. Notably, actress Elle Fanning, an outspoken fan of mayo, joins Samberg in this joyful celebration of food. "I've always been very open about my love of mayonnaise, so this felt like a perfect fit for my first Big Game ad," she shared, highlighting the genuine passion for the product.

Jessica Grigoriou, the Senior Vice President of Condiments Marketing at Unilever, expressed how the combination of nostalgia, music, and food creates memorable moments during the Big Game. “For our sixth year, we aim to deliver that same energy through our ad,” she stated, underscoring Hellmann's role as a vital part of any sandwich.

In addition to the ad, Hellmann's is creating more interactive experiences for fans to enjoy the Big Game festivities. The brand has partnered with Jimmy John's to introduce the limited-time Meal Diamond Deal. This special offer features a Ham Three Cheese Melt on French bread, perfectly complemented with Hellmann's mayo, served alongside chips and a drink. Fans can enjoy this offer across the nation from February 2 to February 22, with prices varying by location. For fans curious about their nearest Jimmy John's, they are encouraged to visit Jimmy John's website.

Moreover, Hellmann’s aims to immerse fans in the spirit of the Big Game with a unique event titled "Sing for a Sandwich." On February 3, fans in New York City can participate in a karaoke competition at a truck located at the bustling intersection of 57th Street and 8th Avenue. Participants singing their best rendition of "Sweet Sandwich Time" could earn themselves a free Meal Diamond sandwich, available while supplies last.

For those looking to engage from home, Hellmann's is collaborating with Amazon Ads to launch a karaoke experience called "Mayo for a Melody," utilizing Fire TV. Fans can sing along with the joyful anthem originating from the ad and unlock instant discounts on Hellmann's products, ensuring a fun experience for everyone without needing to be a singing prodigy.

In line with its commitment to sustainability, Hellmann's is also addressing food waste during the Big Game. They are joining forces with the Food Recovery Network to recover and redistribute surplus food to local communities in the Bay Area, aiding those affected by food insecurity.

Both the standard and the extended versions of the campaign are set to be shared across Hellmann's social media platforms and available on YouTube, allowing fans and food lovers to partake in the excitement. To get ready for the Big Game, fans can visit Hellmann's website for all the latest information.

With an ambitious year ahead and a engaging ad that blends music, humor, and food, Hellmann's is sure to make this year's Big Game an unforgettable celebration of sandwiches and mayonnaise.