About the Role
Reuniting Meg Ryan and Billy Crystal in a nostalgic Big Game ad with Hellmann’sClient Hellmann's Office New YorkExperience the delicious nostalgia of When Harry Met Sally as Meg Ryan and Billy Crystal reunite in Katz’s Deli, proving once again that Hellmann’s hits the spot.For our fifth year in the Big Game, we wanted to be as iconic and memorable as the moments and dishes that are part of the final Game Day of football season. By paying homage to the classic sandwich moment from When Harry Met Sally, with a creative remake to show fans how the deliciously creamy flavor of Hellmann’s can make an ordinary sandwich extraordinarily mind-blowing, we were able to combine humor, nostalgia and the timeless appeal of Hellmann’s that will leave a lasting impression on fans just as the movie did 35 years ago.Jessica GrigoriouSVP of Marketing, Condiments, Unilever North America Challenge Create a memorable, nostalgia-driven campaign for Hellmann’s Big Game ad that celebrates 35 years of When Harry Met Sally while reinforcing the brand’s message - Hellmann’s makes any sandwich extraordinary. Inspiration Drawing from one of cinema’s most iconic scenes, Hellmann’s taps into the emotional connection fans have with When Harry Met Sally, blending humor and nostalgia to highlight the simple joy of a well-made sandwich. Idea Reunite Meg Ryan and Billy Crystal at the same Katz’s Deli table where the original movie scene took place. With Hellmann’s mayonnaise as the new star, the ad recreates the famous “I’ll have what she’s having” moment, showing how Hellmann’s can transform a sandwich into an unforgettable experience. Growth This campaign showcases Hellmann’s continued impact on pop culture, blending humor and nostalgia while supporting their commitment to reducing food waste. Through their partnership with Food Recovery Network, Hellmann’s redistributed 97,000 pounds of surplus food in 2024.At a Glance10.6kPlacementsAt a Glance+290%in Social ConversationAt a Glance40.1BImpressionsPlease provide your contact information to continue.PressHellmann’s Takes Harry and Sally Back to Katz's Deli for Super Bowl AdAdweek When Harry and Sally Met Sydney Sweeney... for Hellmann'sLittle Black Book Grading the best, worst, wildest and weirdest Big Game Ads — Hellman's: "An ideal Super Bowl ad!"Yahoo! Sports The Best and Worst Commercials from Super Bowl 2025 — Best Throwback: Hellman'sPeople Related ContentNewsHellmann’s Hits the Spot in Big Game Ad Meg Ryan is overtaken by the deliciousness of Hellmann's on her turkey sandwich, catching the attention of fellow deli patrons—including actress Sydney Sweeney Read Article Hellmann's Has AwardsMayo Cat The cat on a mission to save human food Read Case Study