For Hellmann's 2026 Super Bowl campaign, the brand wanted to hero their mayo as the ultimate sandwich playmaker. WPP Unite leaned into brand superiority as our integrated strategy to create a red thread from VML's Super Bowl spot to Unite's shopper marketing campaign. We would show shoppers how Hellmann's rich & creamy mayo makes every sandwich better. And just like the Super Bowl, sandwiches bring people together to celebrate simple joys. It's so good, in fact, that it just might make you break out in song...

From VML's "Sweet Sandwich Time" singalong spot with Andy Samberg playing Meal Diamond, to a 360 plan including creator content, to fan-facing activations, and commerce creative optimized to drive conversion, our campaign was a huge hit on game day and beyond. Rooting our commerce creative strategy in superiority allowed us to unlock a triple win for shoppers, retailers, and Hellmann's — creating a 10.6% brand growth opp via incremental increase in both frequency and penetration.

I led creative direction and execution on all commerce creative elements, from the key visual to a production toolkit to ensure consistency across 25+ national retailers. My creative team also pitched several iconic tactics to Hellmann's brand team, including a "sing for your sandwich" karaoke pop up that activated in NYC the week of the Super Bowl.

WPP Unite Commerce Creative Team:
Creative Director: Lindsay Harrison
ACD Art: Rob Verdino
ACD Copy: Cameron Ly
Art Director: Bari Baruch
Account Director: Caragh Creswell