Soil Erosion Awareness Sandwich Ads

Innovation is bringing us new hope

Hellmann's has launched an innovative campaign to combat the potential extinction of beloved sandwiches due to soil erosion impacting key ingredients like soybeans used in mayonnaise. With a creative twist, Hellmann's is inviting fans to "adopt" plushie versions of endangered sandwiches, including the BLT and Turkey Club, to raise awareness and support regenerative farming practices.

This initiative not only highlights the brand's $30 million commitment over the next five years to regenerative agriculture but also educates consumers on the importance of sustainable farming to ensure the longevity of our favorite sandwiches. The campaign, which features digital and physical ads, underscores Hellmann’s dedication to enhancing soil health and promoting sustainable agricultural practices among North American farmers.

"Resource depletion, including the erosion of healthy soil is making it more difficult for farmers we work with to grow soybean crops that are critical to Hellmann's mayonnaise," said Stefani Millie Grant, Associate Director, External Affairs and Sustainability at Unilever North America. "Given the importance of soybeans to Hellmann's, we believe that we should do our part to change this trajectory. That's why we're proud to be working with our partners at Practical Farmers of Iowa and directly with farmers to help them implement cover cropping and other regenerative practices – so they can become champions in protecting the future of mayo."