Sandwiches are personal, and everyone has their own weird, but delicious, favorite. We made the online sandwich conversation stranger than ever by incentivizing consumers to share their own #Strangewich. 

The socially-driven campaign cut through in consumer feeds, breaking records in both submissions and earned reach. Moreover, it sparked a true live-conversation between Hellmann’s and anyone with an appetite. If only the war-room walls could talk! #Strangewich became the most successful promoted hashtag in Unilever history.