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About Me
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NOTHING HITS THE SPOT LIKE HELLMANN’S 
Client: Hellmann’s Mayonnaise
Agency: VML NYC

THE TEAM:
Copywriter: Myself
Art Director: Helen Hulsey
CD (Copy): Dani Karnik
CD (Art): Pat Walsh
ECD: Susan Golkin


THE ASK:
Show the world that Hellmann’s is what makes the sandwich great at Super Bowl 2025.

THE RESULT:
We brought back the most iconic sandwich scene from When Harry Met Sally — reuniting Meg Ryan and Billy Crystal at Katz Deli after 35 years. We turned this into a cross-platform campaign, racking up 40B impressions and an appetite.


THE SPOT



THE CAMPAIGN

To start, we got papparazi to snap a pic of Meg and Billy reuniting in East Village — with Billy in his iconic cream sweater. Then, it got leaked to Getty Images and featured People Magaazine.












Then we the buzz going with Meg and Billy dropping a collab post on IG that caught on fire...






And we couldn’t ignore Harry’s famous sweater from the original movie. So, (after many swatch tests) we turned it into merch — perfectly matching the whool to the shade of Hellmann’s cream.




And right before game day, we had some of our favorite influencers show it off.
featured: Alix Earle, Campbell Pucket (Pookie), Wishbone Kitchen




Then, we took over NYC — bringing the 1989 nostalgia to life with mock film prints surrounding Katz’s Deli and beyond.



And right after game day, we brought the famous order life, letting fans order the exact ‘What She’s Having’ sandwich package from Katz Deli.



 
Altogether, we proved that nothing hits the spot like Hellmann’s. The results?

40B total impressions, 10.6K placements, 95% positive to neutral sentiment, +290% YoY in social conversation surrounding the brand, +244% in news placements and +713% in X discussions - one of the most talked about Super Bowl campaigns this year.


Delicious.