Freelance Creative Strategist + Copywriter
Freelance Creative Strategist + Copywriter
Hellmann’s sales were down because Americans were statistically making fewer sandwiches. We needed to inspire people to make just one more a year.
✨ Human Truth + Insight: People make the same sandwiches because they get stuck in a rut and think they’re not very creative. Convince them otherwise? You’ve won their hearts (and stomachs).
✨ Campaign: #Strangewich unlocked America’s dormant sandwich creativity — with Hellmann’s as the hack. Our very scrappy grilled cheese video performed so well in Meta testing (increasing aided brand awareness +11 pts & message association +5.8 pts) it ran as TVC during the Olympics — increasing squeeze bottle sales 18% while on air. The video also landed on the Ad Age Viral Video Chart and 100,000+ #Strangewiches were shared on social. The campaign became the most successful Promoted Twitter Trend in Unilever history.