MIKE BARONI

UNILEVER - HELLMANN’S STRANGEWICH @ WALMART (Concepting, Copy, Creative Direction)
Although mayo is a sandwich essential, and sandwiches are the most eaten item in America, sales of Hellmann’s at Walmart were flat. We needed a way to spice up the sandwich and drive sales of Hellmann’s Mayonnaise at Walmart. Our answer was the Strangewich. Every family has their own weird meal traditions that are strange to everyone else, and we wanted to feature those creations. We engaged Dale Earnhardt, Jr. - a NASCAR hero with a reputation for making strange sandwiches. By bringing Dale Jr. and Walmart busy families together to make ‘Strangewich’ creations, we grew sales and encouraged kids to create whatever they could imagine and share their creations on social media - and then eat them, too! The only limit, their imagination.