Hellmann’s Takes the Sandwich Emoji Seriously – and Culture Even More So
A thick, smooth, creamy dollop of Hellmann’s. There are few things that hit the spot quite like it when you’ve got a hankering for a sandwich – sinking your teeth into some fluffy white bread and experiencing the tang that goes with it.
It’’s a conversation that feels timely given we’ve just passed National Sandwich Day, where Hellmann’s took aim at the sandwich emoji. For more than a century, Hellmann’s has been a vital component of what many would consider the ‘perfect’ sandwich.
Yet, the brand claims one of the most widely used sandwiches in digital culture is missing its crucial component. So they went about leading a playful campaign to upgrade the emoji, calling on fans to give it the “rich layer it deserves,” asking, “Help us make mayo official by signing the petition.”
Jessica Grigoriou, SVP marketing, condiments at Unilever, knows a thing or two about strategising on culture. But what does winning a tiny piece of visual real estate unlock for Hellmann’s as a brand? “The sandwich emoji is used by millions online every day. But for a brand that believes no great sandwich is complete without mayonnaise, the fact that the emoji doesn’t include it felt like a glaring omission. So, we decided to do something about it,” she says.
By petitioning to add the visible mayo layer, Jessica says they were reminding people that “Hellmann’s makes sandwiches delicious,” adding that it would show Hellmann’s “belongs in people’s daily chats.”
The push leans into playful activism, and Jessica explains humour is something the brand often uses in its campaigns to “show up authentically in culture.” Hellmann’s desire is to be present in visual culture as well as shopping lists. “We’re paying attention to everything from engagement and social buzz to the tone of conversation.”
She says that a big measure of success is petition signatures but also asks, “Are people actually showing up to support adding mayo to the sandwich emoji? Just as important, though, is the conversation happening around it. We want to see people talking about mayo as a true sandwich staple – sharing the petition on social, texting it to friends, even bringing it up in real life. That kind of buzz tells us the message is landing.”
But if people engage and then still default to rival condiments on their sandwiches, how does the brand go about translating cultural attention into actual behaviour change? Jessica says cultural relevance is the first step. “When you show up in people’s daily lives (like their emoji keyboard), you are driving curiosity,” she adds.
“From there, we continue to connect the dots between the cultural moment and real-world action, whether that’s sharing delicious sandwich recipes, partnering with creators, or sparking conversation around what makes a sandwich great. Awareness drives curiosity, and curiosity drives trial.”
When it comes to the longer arc of Hellmann’s brand strategy, Jessica says this stunt shows that “Hellmann’s doesn’t just live in the fridge – we show up in culture too.” She explains the sandwich emoji was a fun way to get people talking, but the goal is always to celebrate great taste in unexpected ways.
“Once the petition, posts, and press coverage wrap, the conversation about what makes a sandwich great will continue and we’ll keep finding creative ways to spark joy and keep Hellmann’s top of mind (and top of sandwich).”
You can sign the petition here.
