Idea: Turn Super Bowl Sunday leftovers into something SUPER! 🏈

Execution: With help from Jon Hamm, Brie Larson, and Pete Davidson, Me and my team at Wunderman Thompson whipped up a fun campaign showing how to make awesome paninis and treats from fridge leftovers.

My role was to provide ideas and copy for the Super Bowl campaign's social promotion.

Super Bowl Spot:

Digital Activation:
Pete’s Fridge Finds
We held a sweepstakes on Hellmann's Instagram account in which viewers could win Pete Davidson's leftovers from his fridge.

LINK: Sweepstakes video

On-ground activation: #MAYOFORMEALS
A massive mayo jar went on a road trip across the US, hitting famous cities. Folks snapped pics with it using #MayoForMeals as it popped up via Instagram Stories. Plus, Hellmann's teamed up with Feeding America, donating meals for every jar pic.
The giant mayo stole the spotlight at the BIG GAME! 🍔🌭

LINK: https://www.instagram.com/p/CofbV14vD3J/

Giveaways: https://www.instagram.com/p/CoNTP9frDs9/