Unilever Talks Up Sandwiches For Hellmann's

  • March 25, 2009
Unilever's Hellmann's and Best Foods Mayonnaise has kicked off the second year of its partnership with Bobby Flay to create the Build the Perfect Sandwich program.

The partnership, which started in 2008, includes an interactive Web site, www.BuildThePerfectSandwich.com, that features a series of video segments that highlight members of a live studio audience challenging Bobby Flay with various occasions for on-the-spot sandwich creations. The segments are timed to appear online during the spring and summer months and offer simple and usable advice, while still providing top-notch entertainment.

The new site has tips, recipes, sweepstakes information, games, and a "sandwich recommender," which requires visitors to answer six questions that measure current mood, habits and what's happening in their lives. A sample question asks: "Assuming you could spend the day doing whatever you like would you" a) hike b) shop or c) curl up with a good book or movie. From there, the site tabulates the results and recommends a sandwich recipe.--Karl Greenberg



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