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Sandwich Screen

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About Me
Me on paper

SANDWICH SCREEN

SAVE OUR SANDWICHES

Client: Hellmann’s Mayonnaise
Agency: VML NYC

THE TEAM:
Copywriter: Myself
Art Director: Helen Hulsey



THE ASK:  Hellmann’s challenged every VML office worldwide with one brief: “How do we get more people to use Hellmann’s when making grilled cheese?”


THE  INSIGHT: We discovered the secret chefs already know — mayo beats butter. It browns better, spreads smoother, adds moisture, and is nearly impossible to burn. In other words, it’s the perfect outer layer. Kind of like…sunscreen for your sandwich.


THE RESULT:  From 41 global submissions, our concept was a top favorite. While the idea never made it to market due to shifts in business priorities, it did find its way into my kitchen.  

For a limited time only, we’ll release Sandwich Screen—the world’s first edible sunscreen that guarantees a delicious, flawless grilled cheese every time that never burns.

The best part? It’s just Hellmann’s in a squeeze bottle.