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By Audrey Kemp | LA reporter

May 3, 2023 | 4 min read

In ‘Oh, Hill yeah,’ the comedian gets to work making the ‘Hamy Sedarwich,’ named after herself, followed by the ‘Andy Coham,’ inspired by a famous talk show host.

A new campaign from Tyson-owned lunch meat brand Hillshire Farm sees Emmy-nominated comedian and cookbook author Amy Sedaris making sandwiches inspired by her own likeness and those of her famous friends.

Lightheartedly named ‘Oh, Hill yeah,’ the campaign comprises two spots that mock cooking shows. In each, Sedaris inspires consumers to try out her recipes with Hillshire Farm’s lunch meat (and maybe encourage them to make sandwiches inspired by people they know, too).

The Leo Burnett-led campaign debuted yesterday in the US across social, digital and out-of-home. The larger campaign platform Oh Hill Yea is live across TV, print, social media, and online. “This campaign celebrates the greatness and downright deliciousness of our high-quality deli meats and sausages,” said Alfie Vivian, senior vice-president of retail, Tyson Foods in a statement.

“The ‘Oh, Hill yeah‘ campaign captures that anticipatory feeling right before you sink your teeth into a delicious well-made sandwich. We hope these inspired recipes bring excitement to your next sandwich creation.”

The first spot teaches viewers how to make the ‘Hamy Sedarwich,’ which is supposed to look like Sedaris’ face. It incorporates lettuce, peppers, Hillshire Farm Black Forest Ham, cheese and pickles, and is topped with two green olives, placed close together, for eyes. When Sedaris goes in to take a bite, she has trouble getting her mouth around the jam-packed sandwich.

Next up is the ‘Andy Coham’ sandwich, which is named after one of Sedaris’ dear friends: the undisclosed host of Bravo’s Watch What Happens Live. “Can I make a late-night snack for one of my favorite late-night reality show hosts, while wearing heavy bracelets?” Sedaris addresses viewers. A mysterious male voice responds to her, echoing the campaign title: “Oh, Hill yeah.”

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“Who’s that guy?” she retorts, before assembling the sandwich made from Challah bread, Hillshire Farm Honey Ham, provolone cheese and pickles.


Agency: Leo Burnett

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