Hellmann’s mayonnaise is hoping to build on the buzz from its “When Sally Met Hellmann’s” Super Bowl commercial with a multi-touch point campaign in partnership with Roku and Walmart Connect.
The ad reunited Billy Crystal and Meg Ryan 35 years after When Harry Met Sally for a new take on the movie’s iconic Katz’s Deli scene with the “I’ll have what she’s having” punch line. Now Hellmann’s is continuing the Big Game momentum with a range of activations on Roku, including a Marquee Ad on the Roku Home Screen and a Hellmann’s-branded deli inside Roku’s digital cityscape screensaver, Roku City.
The Roku campaign also features the first-ever use of shoppable custom recipes on the streaming platform, via a collaboration with Walmart Connect. At multiple points across the Roku platform, streamers can access a recipe experience tied to Hellmann’s Super Bowl ad — the “What She’s Having Sandwich.” The experience includes sandwich recipe videos produced by Roku Brand Studio and featuring Hellmann’s products, with product carousel pages where streamers can explore and buy the different products in the recipe at Walmart.
Roku and Walmart Connect plan to measure the number of exposed users based on first-party data to assess purchase behavior and provide Hellmann’s parent company, Unilever, with data on the performance of the campaign.
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The Hellmann’s campaign continues the ongoing collaboration between Walmart and Roku to develop retail media integrations and shoppable TV experiences.
