New Blood Entry — Make Yourself A Sandwich
Award: Yellow Pencil
Heinz / 2023
Cooking and sandwich making is ridiculed as a "feminine" thing amongst gamers, and the phrase "Make me a sandwich" is commonly used to hate on gamer girls.
So we decided to rebrand the condescending phrase and teach everyone how to make a Sandwich, by creating Sandy.
Sandy is Heinz' own bot, programmed to respond to the phrase and guide the gamers to a website filled with tasty sandwich recipes, with Heinz as a key ingredient.
What did the judges have to say?
The insight behind this idea was so powerful and universally true, whilst being strongly connected to the Heinz 'belonging' strategic pillar. There was a clear right to play for Heinz, given sandwiches are a top host food for our sauces. Whilst the execution still needed some work, we saw huge potential to drive PR buzz and impact around this idea.
Hannah Winterbourne, Senior Heinz Comms & Brand Build Manager, Kraft Heinz