Hellmann's is a brand committed to using sustainably sourced ingredients in its products. Recently, it launched a unique campaign called Save Our Sandwich (S.O.S) to draw attention to the possible threat to one of America's favorite sandwiches, the BLT. 

Hellmann’s predicts that the sandwich will become extinct by 2043 due to environmental challenges that cause soil erosion, which affects the ingredients used in a BLT, such as the soybeans used in Hellmann's Mayo.

And what better way to get people's attention on a serious topic than a striking hand painted BLT memorial on our highly visible street-level wall in Chicago's West Loop? 

The mural, set against a dramatic black background, captures the essence of the BLT while conveying a sense of urgency about its key ingredients, including mayo’s potential disappearance. Amidst the bold and simple copy, a prominent QR code navigates passersby to the brand's website, where they can dive deeper into these forthcoming issues and educate themselves about the importance of sustainable agriculture practices. 

The mural stirs emotional responses, sparks curiosity, and provides educational content that inspires action and support for sustainable agriculture. The hand painted mural, which pays homage to the BLT, captures the public's attention and raises awareness, receiving an impressive 318,432 impressions for its four-week run.