Dive Brief:
- 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 commercial, 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 end of the spots, viewers will be encouraged to shop for the ingredients via Walmart.
- The Roku integration will also 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 start up the streaming platform.
Dive Insight:
As a multi-year Super Bowl advertiser, Hellmann’s knows that the real value of a big game ad extends well beyond the Sunday night broadcast. There’s the buzz before the game, when news outlets speculate on the commercials — Hellmann’s released its spot nearly two weeks ahead of kick off — and then there’s the time after, when the conversation is still about the action on and off the field.
Hellmann’s Super Bowl commercial reunites Billy Crystal and Meg Ryan from “When Harry Met Sally” and recreates the iconic deli scene from the rom-com in which Ryan depicts how women can fake their pleasure in bed. In the ad, Crystal asserts “this one is real” because of the 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 first 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 expected to be a key area of marketer activity this year.
Walmart and Roku have partnered on shoppable ads for years, looking to move beyond QR codes and take advantage of Roku’s streaming capabilities. Such ads received at 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, for instance, has created limited-edition packaging in honor of the sluggishness — also 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 for free guacamole and queso blanco.
