In a nostalgic nod to one of the most memorable scenes in film history, Hellmann’s is making its mark on the Big Game with a revamped take on When Harry Met Sally. The new commercial, titled “When Sally Met Hellmann’s,” reunites Meg Ryan and Billy Crystal 35 years after their iconic roles in the 80s romantic comedy, bringing an extra helping of flavour—and a bit of humour—thanks to Hellmann’s mayonnaise.
The :30 ad recreates the famous Katz’s Deli scene, where Sally (Ryan) is dissatisfied with her turkey sandwich until she adds a generous helping of creamy Hellmann’s mayo, transforming the meal into something so delicious it catches the attention of fellow diners. Enter Sydney Sweeney, who delivers the now legendary line, “I’ll have what she’s having,” adding a modern twist to the iconic moment.
Ryan, reflecting on the experience, said, “It was so much fun to step back into Sally’s shoes. I’m hoping fans will enjoy this playful reimagining with the star of the show—Hellmann’s mayo.”
For Crystal, it was an easy decision to return to Katz’s Deli, saying, “Reuniting with Meg was an absolute blast. And thanks to Hellmann’s for coming up with such a funny concept, we’ve been able to blend nostalgia and humour while celebrating the film’s 35th anniversary.”
Shot in the same legendary deli where the original scene was filmed, the ad features both Ryan and Crystal back at their familiar table, with Sweeney delivering the famous line from the exact spot where it was first uttered.
Sweeney, who was thrilled to join the project, commented, “It’s a true honour to work with such legends. When Harry Met Sally is a rom-com classic, and adding Hellmann’s into the scene felt like the perfect match. I’m excited for everyone to see it during the Big Game!”
To tie the experience directly to fans, Hellmann’s is teaming up with Katz’s Deli to offer the iconic sandwiches featured in the commercial. The “What She’s Having” Sandwich Package, which includes all the ingredients to make Sally’s very specific turkey sandwich (complete with Hellmann’s mayo) and Harry’s pastrami sandwich, will be available through February 9. The kits are priced at $120, with free shipping, and can serve four to six people—ideal for Game Day gatherings.
For fans eager to recreate the moment at home, the package can be ordered at katzsdelicatessen.com and delivered as early as February 7, ensuring your Game Day spread is a hit.
Jessica Grigoriou, SVP of Marketing at Unilever North America, shared, “We wanted to create a moment that’s as iconic as the final play of football season. By revisiting this classic film scene, we’ve been able to blend nostalgia, humour, and Hellmann’s irresistible flavour into a commercial that we hope will leave fans laughing and craving more.”
This year marks Hellmann’s fifth appearance during the Big Game, continuing a tradition of inventive campaigns that have included everything from the viral launch of Will Levis’ No. 8 fragrance to the introduction of Manny Mayo, the brand’s new mascot. Hellmann’s is firmly entrenched as a staple of Game Day culture, using creative marketing to engage fans and add extra flavour to every moment.
Further aligning with its values, Hellmann’s is committed to reducing food waste. Through a partnership with Food Recovery Network, the brand is ensuring surplus food from the Big Game in New Orleans is redistributed to local communities in need. This partnership contributed to the distribution of 97,000 pounds of surplus food in 2024, underlining the brand’s ongoing commitment to sustainability.
Susan Golkin, Executive Creative Director at VML, who has worked on Hellmann’s Super Bowl campaigns for the past three years, remarked, “If you’re going to show that Hellmann’s makes a sandwich better, why not start with the best sandwich scene in movie history? It was only right to honour it with the same iconic intro, angles, and deli.”
Both the 30-second and 60-second versions of “When Sally Met Hellmann’s” will be available on Hellmann’s social media platforms and YouTube. For more details leading up to the Big Game, visit www.Hellmanns.com.
Source: https://www.vml.com/news/hellmanns-hits-the-spot-in-big-game-ad
