Hillshire Farm's "Oh, Hill Yeah": Creating Cultural Moments Through Sandwiches

CHALLENGE Hillshire Farm launched their "Oh, Hill Yeah" campaign to showcase their premium deli meats, sausages, and snacking plates in a culturally relevant way. The campaign aimed to elevate everyday sandwiches into pop culture moments by creating unique recipes named after beloved icons. Partnering with comedian and culinary enthusiast Amy Sedaris, Hillshire Farm set out to transform traditional sandwich marketing into shareable social media moments. 

SOLUTION The campaign strategy leveraged multiple layers of influencer creativity:

Celebrity Partnership: Amy Sedaris kicked off the initiative with two signature creations: The "Hamy Sedarwich" (a personalized sandwich creation) and The "Andy Coham" (a tribute sandwich).

Influencer Amplification: To extend the campaign's reach, strategic partnerships included:

- Matt James - Created the "Momma Cristo" as a tribute to his mother

- Samantha Bachman - Developed the "Sam Diego" inspired by her hometown roots

User-Generated Content:

- Launched the #OhHillYeah hashtag campaign

- Created the "Digital Deli Board" on Pinterest as a virtual sandwich hall of fame

- Encouraged audience participation through social media sharing

RETURN ON INFLUENCE

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