SAVING SANDWICHES FROM EXTINCTION ONE SQUISH AT A TIME.

​

Regenerative agriculture isn’t exactly a hot dinner table topic. But the death of the sandwich? That gets attention.

To spotlight Hellmann’s $30M commitment to regenerative farming, we issued a tasty warning: without sustainable ingredients, our beloved sandwiches could go extinct by 2043.

So, we launched Adopt a Sandwich—a cheeky campaign that let fans symbolically “rescue” four endangered sandwich species (BLT, Turkey Club, Italian Sub, and Egg Salad) in plushie form. Think WWF adoption kits, but breadier. We enlisted food influencers to help spread the word, and the internet bit—hard.

With only 220 plush sandwiches available, we received over 19,000 adoption applications in less than a week. Lucky adopters got a full kit: plushie, adoption certificate, and—of course—a jar of Hellmann’s to keep their sandwich moist and their conscience clear.​

​

IT'S NOT EVERY DAY WHERE YOUR DRAWINGS ARE TURNED INTO REAL LIFE PLUSHIES THAT ARE SAVING THE FUTURE FROM A SAD, DRY, MAYO-LESS EXISTENCE.​

​

Spoon University  •   PR Week   •   Yahoo! Financial  •   FoodSided  •  Investor Observer  •   MSN  •  CBS Mornings  •  Sustainable Brands  •   Marketing Dive  •   RetailWit   •   Newsbreak  •   TrendHunter