Our solution was to elevate a sandwich made with Hellmann’s to a whole different stature. So we positioned the sandwich made with real, authentic Hellmann’s as an object of desire that is the sure way to your man’s heart.

We created a sandwich delivery service, 1800sandwich and launched it for Valentine’s Day.Hellmann’s used street teams, direct postcards, and posters to drive consumers to our 1800sandwich website. Users could then choose between three signature mouthwatering Hellmann’s sandwiches to be delivered to unsuspecting men for lunch on Valentine’s Day.

We reached a younger, more urban audience. With a small budget and only flyers and posters, we reached approximately 1,800 people. Effectiveness exceeded expectations, we engaged 59%of the audience with 1,061 unique visits.The strength of this campaign was in its amplification. First, the unsuspecting male receiver, but just as importantly it caused a spectacle in every office. We predict we amplified the exposure of every sandwich by at least 5 people.Traffic spiked on February 13th but we saw many unique visitors post launch. Hellmann's became a sensuous object of desire. Sandwiches sold out within 6 hours of site going live. One little sandwich had a big impact.