As brands looked for authentic ways to participate in cultural milestones surrounding America’s 250th birthday, Hellmann’s in partnership with VML recently launched a nationwide, 50-state bracket tournament to solve a long-standing culinary debate: What is America’s official sandwich?
After weeks of voting and rivalries across the US, Hellmann’s officially crowned Pennsylvania’s Philly Cheesesteak as “America’s Sandwich.”
Jessica Grigoriou, SVP of Marketing, Condiments at Unilever North America: “America chose the Cheesesteak, so now we’re giving it the celebration it deserves. We’re bringing America’s Sandwich to the Smithsonian, where fans can celebrate its place in American food culture and, of course, taste it with the perfect creamy finishing touch of Hellmann’s Mayonnaise. After all, you can’t celebrate America’s Sandwich without America’s number one mayo.”
Josh Parschauer, Group Creative Director & Will Gardner, Group Creative Director at VML: “It’s not every day that a brand gets to make a claim on behalf of an entire country. We saw how much pride states take in their signature sandwiches – from Maine’s lobster roll to California’s tuna salad – and realized America was missing a sandwich of its own. What better time to find that sandwich than in celebration of America’s 250th birthday? And what better brand to do it than America’s #1 mayo.”
Tapping into local food pride and digital consumer engagement, the campaign brought together fans across all 50 states to vote through round-by-round matchups of iconic regional favorites.
Last week on Thursday, August 27th the sandwich was placed on the menu at the Smithsonian cafe where it will be a featured menu item until September 17th. There was a sampling for all of the museum’s guests that day.
CREDITS: Clients – Hellmann’s/Unilever Jessica Grigoriou — SVP, Condiments North America Brent Lukowski — Head of Marketing, Condiments Jenna Dowd — Associate Marketing Director, Condiments Caitlin Grasso — Associate Director, Demand Creation Heather Torkel – Brand Manager – Condiments, Performance and Super Premium End to End lead Emily Jackson — Digital Marketing Manager Tyler Krivich — Associate Brand Manager
VML – Lead Creative Agency Susan Golkin — Executive Creative Director Josh Parschauer — Group Creative Director Will Gardner — Group Creative Director Alex Bohner — Senior Art Director Danah Fakhreddine — Copywriter Julie Collins — Group Executive Producer Dan Bradbury — Senior Producer Theresa Notartomaso — Director of Music Production, NA Emily Nargi — Sr. Integrated Business Manager Adam Woullard – Executive Director Public Relations Lisa Gruber – Associate Director MarComms Kylee Williams – Associate Public Relations Director Sarah Mannion — Managing Director, Account Management Samantha Bernstein — Group Account Director Christina D’Alessandro – Account Supervisor Anshicca Somaiya — Account Manager Jilyenne Garfinkel — Senior Program Manager
Village Marketing – Influencer Agency Jenna Baer, Group Director Jillian Greenspan, Director Ellie Schnitker, Director Mia Batansky, Associate Director Victoria Leach, Senior Manager Maura Kate Mitchelson, Senior Manager Catherine O’Leary, Manager Billy Snyder, Coordinator Chuk – Social Agency Gretchen Lally — Senior Account Director Mia Poling — Account Supervisor Kelsey Liggett— Creative Director Andre Greppi — Associate Creative Director Jessie Levy — Senior Creator Austin Haden — Senior Creator Matt Muniz — Senior Creator Naomi Lee — Senior Creator Elana Movshovich — Strategy Director Jordan Ezell — Senior Strategist Jordan Mills – Strategist Haley Thomasson – Post Creative Strategist Vicky Tahos — Director of Project Management Sandy Pletikosic — Project Manager WPP Unite – Commerce (Fetch program) Caragh Creswell: Account Director commerce account Sara Lynch: Associate Director Commerce Account Toby Trier: Director, commerce creative Rob Verdino: Associate Creative director, art commerce creative Cameron Ly: Associate Creative director, copy commerce creative Bari Baruch: Art director commerce creative Carter Podmore: Senior Copy writer, commerce creative Edelman – PR Agency Carly Serrano – Executive Vice President Cortney Haygood – Senior Account Supervisor Heather Felix – Account Supervisor Allie Wilbun – Account Executive Keely Bennett-Morgan – Senior Media Supervisor Catherine Rodgers – Project Director Isabella Castillo Creators in Sandthem video Keonté Henson (@wannabestayathomedad) Jeremy (@thatsandwichdude) Jaymi Carnazza (@jaymiknowsfun)
PRODUCTION COMPANY (America’s Sandwich):
York Productions Ben Hansford – Director Jennifer Siegel–Managing Director Brittney Walker–EP Julie Hershan – HOP Emily Silber – Production Coordinator Michelle Tocash – Line Producer
Framestore – Edited the Launch video/Sandthem video
Martin Lazaro – Creative Director Monica Tyson – Executive Producer Chris Beers –VFX Supervisor Joe Taylor – VFX Supervisor Sue McNamara – Sr Producer Juli Wright – Associate Producer
Lead Flame Op: Ethan Chang Lead Flame Op: Keno Naidoo Designer: Daniel Petersen CG Generalist: Alexander Temirov Nuke Artist: Danny Popovic Nuke Artist: Nasser Mandavisobi Nuke Artist: Wing Kwok AI VFX Artist: Adrien Blanchard AI VFX R&D: Matteo Colonnelli AI VFX Artist: Maxwell Lane
Editor + Mix artist: SAAGE
Company 3 Color Producer: Jenny Roberts Colorist: Tyler Roth
Music for Sandthem/Launch video: JSM Chief Creative Officer: Joel Simon Senior Producer: Norm Felker Senior Producer: Andrew Manning Producer: Sharon Cha Co-Composer: Joel Simon Co-Composer: Jacob Steele
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