HELLMANN’S
WHEN SALLY MET HELLMANN’S
Client: Hellmann’s Mayonnaise
Agency: VML
ECD: Susan Golkin
ACD Copy: Chandani Karnik
ACD Art: Pat Walsh
Art Director: Helen Hulsey
Copywriter: Cat Lindberg
For Super Bowl 2025, Hellmann’s brought back the most iconic sandwich scene ever from When Harry Met Sally—reuniting Meg Ryan and Billy Crystal at Katz Deli after 35 years. My partner and I helped build out the spot into into a cross-platform campaign, racking up 40 billion total impressions and making waves in culture.
TEASER
To generate pregame buzz, we got ‘paparazzi’ to snap a pic of Meg and Billy reuniting in East Village.
Meg Ryan and Billy Crystal’s teaser post made waves on the internet…
We recreated Harry's iconic sweater in Hellmann's Cream (after many rounds of matching Pantone swatches to mayonnaise.) Influencers loved it.
We created mock movie posters that were put up around NYC and Katz Deli to further build hype.
After the game, fans could order the exact ‘What She’s Having’ sandwich package from Katz Deli.
The results: 39.4B 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.