• by OMMA Magazine Writers , August 22, 2011

Hellmann's teamed up with celebrity chef Bobby Flay to promote Hellmann's mayonnaise in their "Build the Perfect Sandwich" campaign. The promotion wanted customers to feel good about what they ate and what they fed their families - that is, the company wasn't looking to tell anyone how to make the perfect sandwich, just how to make their perfect sandwich. Through social media and bloggers, Hellmann's distributed video, editorial content, quizzes and recipes to promote its campaign.