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 raise awareness of the risk soybeans face and the brand’s commitment to regenerative agriculture, we invited our audience to apply to "adopt" an iconic mayo-filled sandwich. Winners received a limited edition plushie of their sandwich along with a certificate of adoption.

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