- Hellmann’s is looking to extend its big game buzz by partnering with Roku and Walmart to run shoppable ads showing off how to make the turkey sandwich from its Super Bowl industrial, per information shared with Marketing Dive.
- Beginning Monday (Feb. 10), the Unilever spread brand will run ads on the streaming platform instructing viewers how to make the “What She’s Having Sandwich,” a turkey sandwich with lettuce, cheese, tomatoes and a generous portion of mayonnaise. At the tip of the spots, viewers can be encouraged to shop for the ingredients via Walmart.
- The Roku integration may even include a simulated Katz’s Deli with Hellmann’s branding inside Roku’s digital cityscape screensaver and a marquee ad on the Roku home screen that greets viewers as they initiate the streaming platform.
As a multi-year Super Bowl advertiser, Hellmann’s knows that the actual value of an enormous game ad extends well beyond the Sunday night broadcast. There’s the thrill before the sport, when news outlets speculate on the commercials — Hellmann’s released its spot nearly two weeks ahead of kick off — after which there’s the time after, when the conversation remains to be concerning the motion on and off the sphere.
Hellmann’s Super Bowl industrial reunites Billy Crystal and Meg Ryan from “When Harry Met Sally” and recreates the long-lasting deli scene from the rom-com wherein Ryan depicts how women can fake their pleasure in bed. In the ad, Crystal asserts “this one is real” due to mayonnaise, with Sydney Sweeney delivering the scene-ending line, “I’ll have what she’s having” (originally uttered by director Rob Reiner’s mother).
The Roku activation is the primary use of shoppable custom recipes on the platform, according to press details. Throughout the campaign, Roku and Walmart Connect, the retailer’s media business, will measure user exposure using first-party data to assess purchase behavior for campaign evaluation. Such convergence of connected TV and retail media is predicted to be a key area of marketer activity this yr.
Walmart and Roku have partnered on shoppable ads for years, looking to move beyond QR codes and make the most of Roku’s streaming capabilities. Such ads received at the least three-times higher click-through rates than average video campaigns powered by the Walmart DSP during a pilot that ran from November 2022 to February 2023.
Outside of Hellmann’s, other brands are looking to extend some Super Bowl excitement into the week following. Coors Light, as an example, has created limited-edition packaging in honor of the sluggishness — also often known as a “case of the Mondays” — some might feel after participating in Super Bowl parties on Feb. 9. Chipotle, meanwhile, is proposing that the Monday after the Super Bowl be called “Extra Sunday” and is giving loyalty program members a code totally free guacamole and queso blanco.
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