Hellmann's Label Hunt
Blending art, culture and everyday food in an unexpected way
Smithsonian Sandwich
A nationwide campaign to crown America’s official sandwich in celebration of the country’s 250th birthday
Hellmann’s and VML united food lovers across all 50 states to solve a long-standing culinary debate: What is America’s official sandwich? After weeks of voting, Pennsylvania’s Philly Cheesesteak emerged victorious, earning its place in history at the Smithsonian cafe.
America chose the Cheesesteak, so now we’re giving it the celebration it deserves. We’re bringing America’s Sandwich to the Smithsonian, where fans can celebrate its place in American food culture and, of course, taste it with the perfect creamy finishing touch of Hellmann’s Mayonnaise. After all, you can’t celebrate America’s Sandwich without America’s number one mayo.
It’s not every day that a brand gets to make a claim on behalf of an entire country. We saw how much pride states take in their signature sandwiches – from Maine’s lobster roll to California's tuna salad – and realized America was missing a sandwich of its own. What better time to find that sandwich than in celebration of America’s 250th birthday? And what better brand to do it than America’s #1 mayo.
