Love at First Bite Hero Image

Love at First Bite

Social Video

Hellmann’s tapped Studio at People Inc. to help sustain momentum from its When Harry Met Sally-inspired Super Bowl commercial and solidify itself as the superior mayonnaise for sandwiches.

The flavorful campaign paired an exclusive screening event with a series of influencer- and editor-led videos for maximum cultural impact.

Influencer

Hosted by PEOPLE and Hellmann’s, the invite-only screening event took place on Galentine’s Day, just days after the commercial premiered. 105 attendees, including influencers and People Inc. editors, enjoyed sandwiches from Katz’s Deli with Hellmann’s spreads and watched When Harry Met Sally. The commercial was shown before the movie started.

Leveraging footage from the event, the team produced a recap video for TikTok that earned 8.48M impressions. The placement over-delivered by 45%, a strong indication that the content resonated with viewers. Additionally, 89% of the total engagements were clicks on the “Shop now” CTA button, suggesting viewers wanted to learn more about Hellmann’s after watching the video.

Four short-form videos created for TikTok and Instagram Stories rounded out the program. Two videos featured TV personality and content creator Tiffany Baira assembling a turkey sandwich and doling out dating tips, while two more saw Food & Wine Associate Editor Amelia Schwartz preparing a vegetable sandwich and sharing hosting tips for spring. In each video, the talent took their sandwich to the next level with Hellmann’s Mayonnaise.

Total
Impressions
M
Total Social
Engagements
M

All video content over-delivered, with the campaign as a whole earning 73MM total impressions and 115M total social engagements.