The :30 spot – which will air during the fourth quarter on Sunday, February 8 – stars comedian Andy Samberg as “Meal Diamond,” an affectionate, tongue-in-cheek nod to the iconic Neil Diamond. This character was brought to life after working with Samberg to turn the classic song lyrics into a hilarious ode to sandwiches made delicious with Hellmann’s.
“I’ve long been known as a great lover of all things sandwich,” said Samberg. “One could almost say it’s been my life’s great calling. So, when I was asked to take part in singing the sandwich gospel atop the highest peak of all monoculture, there was but one answer, and that answer was a simple, ‘Yes I will do that with aplomb and joy upon this glorious day and yes please and thank you and all praise to Neil Diamond.”
In the spot, the larger-than-life Meal Diamond serenades deli patrons with the familiar tune – joining in a sing-along to celebrate Sweet Sandwich Time. He’s also joined by actress and mayo super fan Elle Fanning, dazzled by his mayo mantra.
“I’ve always been very open about my love of mayonnaise, so this felt like a perfect fit for my first Big Game ad,” said Elle Fanning. “Watching Andy fully commit to the performance made it even more fun – celebrating sandwiches with the kind of passion they deserve.”
“The Big Game is a stage for unforgettable moments and iconic performances, and for our sixth year we’re bringing that same energy,” said Jessica Grigoriou, Senior Vice President of Condiments Marketing in North America, Unilever. “Music, nostalgia and food all have a unique way of creating shared moments and ‘Sweet Sandwich Time’ is a catchy reminder that Hellmann’s can be the star of any sandwich – or any game day celebration.”
Hellmann’s is also offering a few ways to give fans a taste of the Big Game moment and experience “Sweet Sandwich Time” themselves:
Cortney Haygood
[email protected] About Unilever in North America Unilever is one of the world’s leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, and Foods products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024. Our leading brands in North America include Dove, Hellmann’s, Vaseline, Degree, Axe, TRESemmé, Knorr, Nutrafol, Liquid I.V., Paula’s Choice, and Dermalogica. For more information on Unilever U.S. and its brands visit: www.unileverusa.com For more information on Unilever Canada and its brands visit: www.unilever.ca SOURCE Hellmann’s
- Jimmy John’s Partnership: Hellmann’s is partnering with Jimmy John’s to launch the limited time Meal Diamond Deal. The meal features a Ham & Three Cheese Melt on French bread, made with Hellmann’s Mayonnaise and toasted to perfection, plus chips and a drink – just how Meal Diamond likes it. The Meal Diamond Deal is available nationwide from February 2 through February 22. Pricing varies by location. To find your nearest Jimmy John’s, visit www.JimmyJohns.com.
- “Sing for a Sandwich” Event: Hellmann’s will bring Big Game energy directly to fans in NYC with a one-day-only ‘Sing For a Sandwich’ karaoke truck on Tuesday, February 3. From 12pm to 6pm, fans can stop by the corner of 57th Street and 8th Avenue to perform their best rendition of “Sweet Sandwich Time” to earn a free Meal Diamond sandwich, while supplies last.
- “Mayo for a Melody” Karaoke with Amazon Ads: Beginning in early February, fans inspired by Meal Diamond’s “Sweet Sandwich Time” can join in on the fun at home with “Mayo for a Melody”, Hellmann’s activation with Amazon Ads. The karaoke experience on Fire TV invites anyone to channel their inner star as they sing along to the viral anthem from their couch and unlock instant Hellmann’s discounts—no talent required and no limit on participants.
- Creative Agency: VML
- Media Agency: WPP Unite
- Public Relations Agency: Edelman
- Social: The Sasha Group
- Influencer: Village Marketing
- Talent: Burns Entertainment
- Director: Tom Kuntz
- Cast:
- Andy Samberg as Meal Diamond
- Elle Fanning as herself
Cortney Haygood
[email protected] About Unilever in North America Unilever is one of the world’s leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, and Foods products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024. Our leading brands in North America include Dove, Hellmann’s, Vaseline, Degree, Axe, TRESemmé, Knorr, Nutrafol, Liquid I.V., Paula’s Choice, and Dermalogica. For more information on Unilever U.S. and its brands visit: www.unileverusa.com For more information on Unilever Canada and its brands visit: www.unilever.ca SOURCE Hellmann’s
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