Campaign details

Brand: Hellmann's
Advertiser: Unilever
Lead agency: Team Unilever Shopper

Effie awards category context

Even though mayonnaise is a sandwich essential and sandwiches are the most eaten item in America, sales of Hellmann's at Walmart were flat across 2016. Rather than deliver predictable recipe ideas from famous chefs, we engaged Dale Earnhardt, Jr. – a Walmart NASCAR hero with a reputation for making strange sandwiches. By bringing Dale and Walmart busy families together to make 'Strangewich' creations, we grew brand and category sales and encouraged parents to allow kids to create whatever they could imagine and share their creations on social media – and then eat them, too! The only limit was their imagination.

State of the marketplace and brand's business