The Sandwich Dogma: A new concept for Hellmann’s & Unilever Food Solutions

Under the concept called The Sandwich Dogma and tagline “The Absolute Ritual of Pleasure from Theory to Practice”, we designed and launched the B2B activation of Hellmann’s aiming to help the brand enter the market for sandwich on trade.

The overall creative concept is based on the idea of Dogma, in the sense of the absolute truth and the initiation of the public in the ritual of the tasting of the perfect sandwich.

Hellmann’s, based on excellent ingredients such as honey, peppers, basil, Tabasco, fruit pine, fresh tomatoes, eggs, milk and excellent olive oil, has created a great product portfolio of Dressings, gourmet New York Sauces and Cream Cheese that enhance the taste of the sandwiches and burgers specially created by their chefs led by Master Chef Michael Ntounetas.

The products and creations are placed in selected premium bars and restaurants, where through advertising on the radio, online city guides and native advertising on popaganda.gr, Hellmann’s invites the public into a gourmet experience – the ultimate ritual of pleasure. In an environment with special décor designed by our agency ,clients enjoy a mini sandwich menu – each store has its own whereas they also win premium original memorabilia and give away gifts.

The events started in December, in restaurants Bodega (Maroussi), Soleto (Glyfada), Telescope (Haidari) and the first results were very encouraging! In 2015, two more events took place in restaurants Piu Verde (Papagou) and Pisina (Piraeus).