Benji Shaw

Creative Director & Copywriter

Hellmann’s | Adopt A Sandwich

Soybeans, a key ingredient in Hellmann's mayonnaise, are at risk of extinction by 2043.

To highlight the brand’s $30 million commitment to regenerative agriculture, we invited our audience to apply to symbolically "adopt" iconic mayo-filled sandwiches.

With only 220 plush sandwiches available, we received over 19,000 adoption applications in less than a week. Lucky adopters got a full kit: plushie, adoption certificate, and—of course—a jar of Hellmann’s to keep their sandwich moist and their conscience clear.

Our plushies were even sold on eBay and sought out on Reddit.

Influencer videos

We enlisted influencers to drive fans to learn about our campaign and apply to adopt a sandwich.

Website

We created a landing page where fans could learn about our campaign and “apply” to adopt a sandwich. Through the application process, fans learned key messages about regenerative agriculture and the brand’s commitment.

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Executive Creative Director: Megan Skelly
Creative Director: Schuyler Higgins
Art Direction: Schuyler Higgins and Cristiaan Jackson