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
- Office
- New York
- Client
- Hellmann's
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.
America’s 250th birthday presented a unique opportunity for brands to authentically connect with cultural milestones. Hellmann’s aimed to engage consumers in a way that celebrated America’s diverse food culture while showcasing its iconic mayonnaise as the perfect complement to any sandwich.
The campaign drew inspiration from the pride Americans feel for their regional food traditions. By leveraging this local pride, Hellmann’s and VML sought to unite the country in a fun, competitive, and celebratory way.
VML and Hellmann’s launched a 50-state bracket tournament to determine America’s official sandwich. Fans across the country voted in round-by-round matchups of iconic regional favorites, such as Maine’s lobster roll and California’s tuna salad. The campaign culminated in the crowning of Pennsylvania’s Philly Cheesesteak as “America’s Sandwich.” To celebrate, Hellmann’s brought the Cheesesteak to the Smithsonian cafe, giving museum guests the chance to taste history with the creamy finishing touch of Hellmann’s mayonnaise.
Consumer Engagement: Fans from all 50 states participated in the voting process, showcasing pride in their regional sandwiches.
Cultural Impact: The Philly Cheesesteak was officially crowned “America’s Sandwich” and celebrated at the Smithsonian cafe, solidifying its place in American food culture.
Brand Positioning: Hellmann’s reinforced its status as America’s #1 mayonnaise by highlighting its role in elevating the nation’s favorite sandwich.
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.
