Hellmann’s Set to Launch “Sweet Sandwich Time” in Big Game Ad in Canada, Starring Andy Samberg as Meal Diamond

In the :30 commercial, Samberg leads a musical tribute to the delicious flavour of Hellmann’s mayo – with a cameo from actress and mayo superfan Elle Fanning

TORONTO--(BUSINESS WIRE)--It’s sweet sandwich time! To remind fans that Hellmann’s Mayonnaise makes your sandwich taste So Good! So Good! So Good!, the brand is reimagining one of the most iconic and catchy songs of all time, “Sweet Caroline,” for the Big Game

The :30 spot – which will air during the fourth quarter on Sunday, February 8 before launching in Canada the following week – stars comedian Andy Samberg as “Meal Diamond,” an affectionate, tongue-in-cheek nod to the iconic Neil Diamond. This character was brought to life after working with Samberg to turn the classic song lyrics into a hilarious ode to sandwiches made delicious with Hellmann’s.

“I’ve long been known as a great lover of all things sandwich,” said Samberg. “One could almost say it’s been my life’s great calling. So, when I was asked to take part in singing the sandwich gospel atop the highest peak of all monoculture, there was but one answer, and that answer was a simple, ‘Yes I will do that with aplomb and joy upon this glorious day and yes please and thank you and all praise to Neil Diamond.”

In the spot, the larger-than-life Meal Diamond serenades deli patrons with the familiar tune – joining in a sing-along to celebrate Sweet Sandwich Time. He’s also joined by actress and mayo super fan Elle Fanning, dazzled by his mayo mantra.

“I’ve always been very open about my love of mayonnaise, so this felt like a perfect fit for my first Big Game ad,” said Elle Fanning. “Watching Andy fully commit to the performance made it even more fun – celebrating sandwiches with the kind of passion they deserve.”

“The Big Game is a stage for unforgettable moments and iconic performances, and for our sixth year we’re bringing that same energy,” said Jessica Grigoriou, Senior Vice President of Condiments Marketing in North America, Unilever. “Music, nostalgia and food all have a unique way of creating shared moments and ‘Sweet Sandwich Time’ is a catchy reminder that Hellmann’s can be the star of any sandwich – or any game day celebration.”

Both the :30 and extended version of “Sweet Sandwich Time” are available across Hellmann's North America social media platforms and on YouTube. Agency Credits are shared below. For more information leading up to the game, please visit www.Hellmanns.ca.

• Creative Agency: VML
• Media Agency: WPP Unite
• Public Relations Agency: Edelman
• Social: The Sasha Group
• Influencer: Village Marketing
• Talent: Burns Entertainment
• Director: Tom Kuntz
• Cast:
  • Andy Samberg as Meal Diamond
  • Elle Fanning as herself

About Unilever in North America

Unilever is one of the world’s leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, and Foods products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024.

Our leading brands in North America include Dove, Hellmann’s, Vaseline, Degree, Axe, TRESemmé, Knorr, Nutrafol, Liquid I.V., Paula’s Choice, and Dermalogica.

For more information on Unilever Canada and its brands visit: www.unilever.ca.