Hellmann's boosted conversion 96% by turning their Big Game ad into a karaoke sing-along

Goals

Hellmann's knew they had a hit on their hands. Their Big Game spot—”Sweet Sandwich Time,” created by VML—had audiences singing along before the fourth quarter even ended. But here’s what can happen after the whistle is blown and the dips are finished: The Monday morning conversation moves on. And for a brand that invested in one of the most culturally saturated advertising moments of the year, "memorable for a weekend" wasn't enough.

Hellmann's wanted to keep audiences singing—and shopping—for weeks after the Big Game ended.

"We knew ‘Sweet Sandwich Time’ had that stuck-in-your-head quality that brands dream of. Our challenge was turning a moment people loved watching into one they wanted to join,” said Brent Lukowski, Director of Marketing for Condiments at Unilever. “With this partnership, we created an interactive campaign that deepened consumer connection while driving real engagement long after the Big Game."

Hellmann's wanted to keep audiences singing—and shopping—for weeks after the final whistle. The ambition wasn't just extended reach. It was sustained participation to give people a reason to interact with the brand, come back for more, and discover products along the way.

Consumers were invited to sing along with Hellmann's Big Game ad.

Approach

The answer? Turn the couch into a karaoke stage.

Amazon Ads Brand Innovation Lab built "Mayo for a Melody"—a first-ever AI-powered karaoke experience on Fire TV that invited audiences to belt out "Sweet Sandwich Time" and unlock an instant 15% discount on Hellmann's products. No vocal talent required. Just enthusiasm and a love of sandwiches.

The creative leaned fully into the absurd charm of the original spot. Built entirely with generative AI video assets, the experience featured psychedelic flying sandwiches, kaleidoscopic jars of Hellmann's, and a bouncing mayo-jar lyric indicator guiding singers through every verse. It felt less like an ad and more like a game you'd tell friends about.

The media strategy led by WPP Unite created multiple ways to reach customers. Fire TV Feature Rotator and Screensaver placements drove audiences directly to the karaoke. Amazon DSP display, streaming TV, and online video across Prime Video, audio, and Alexa Home Screen integrations funneled traffic to a custom Hellmann's landing page on Amazon.com. From there, shoppers could access the Hellmann's and Best Foods Brand Stores and product detail pages—discount already in hand.

Consumers who sang along were rewarded with a discount on Hellmann's products.

"Our client Hellmann’s already had a Super Bowl spot—but their challenge was to ensure the campaign lived beyond the 30 seconds of airtime,” said James Phillips, Global Executive Creative Director at WPP Unite/VML. “Our goal was to turn that moment into something people could keep engaging with, transforming passive viewers into active participants long after the game."

The campaign ran through February 28, giving "Sweet Sandwich Time" a second life across Fire TV, Alexa, and Amazon.com.

Results

Customers were more than ready to take the stage for some karaoke.

Shoppers exposed to the Fire TV karaoke experience combined with additional formats saw a 96% increase in conversion rates compared to single-format exposure alone. For those reached through three or more touchpoints including Fire TV, conversion rates climbed 5.2x.¹

The experience proved especially effective at introducing new audiences to the brand. New-to-brand rates jumped 10 percentage points when the karaoke was part of a multi-format journey (59.7% vs. 49.5%). Across Amazon DSP, the campaign achieved a 39% new-to-brand rate overall.²

Sales told the rest of the story. Year-over-year performance during the campaign period showed Hellmann's up 38.2% in January and 26.2% in February. Best Foods climbed 75.9% and 42.8% in those same months.³ The campaign also earned coverage from Adweek, Variety, and other outlets—turning participation into cultural conversation.

"We thought we were extending a campaign, but what we actually built was a new way for people to connect with Hellmann’s—and the results proved that participation drives purchases in ways passive viewing can’t,” said Jessica Grigoriou, SVP of Marketing for Condiments at Unilever. “'Mayo for a Melody’ showed that when you invite audiences in, they reward you with attention, engagement, and ultimately action."

Turns out, when you give people a microphone and a reason to sing, they stick around.

Sources

^1-3 Amazon Internal, 2026