halle creative

the background: With mayo consumption on the decline, Hellmann's needed to drive incremental use amongst new audiences. We worked with Twitter on proprietary research on millennial sandwich consumption. This led to the #Strangewich campaign, which was crafted based on the human truth that deep down, everyone has a weird sandwich they cherish. The common denominator? Hellmann's mayonnaise; it makes them unexpectedly delicious. Encouraged to execute around opportunistic eating occasions (think: Labor Day), our challenge was to identify opportunities in which we could insert the brand.

the ask: Seek ongoing opportunities that intersect meaningfully with real-time pop culture moments identified via social listening.  

the idea: NASA's Juno was due to enter Jupiter's orbit on July 5th, 2016. So what better way to celebrate (and avoid #4thofJuly social mania) than with a giant #Strangewich that looks like Jupiter? To give the idea scale, we created a one for Star Trek and social media star, George Takei, to share with the Twitter world. Then, because we wanted the good people of the Internet to taste the love, we hand-delivered personalized Jupiter Strangewiches to top media. COED even did an impromptu Facebook Live video where he tried to eat the 7lb bohemoth! He failed.

my role: With 3 business days to concept, create, post and deliver our #Strangewich, I worked with the creative team to concept and coordinate the 'witch with the brand team and food stylist, write owned and talent social copy as well as media delivery assets.