Hellmann’s Sets the Stage for ‘Meal Diamond’ at Super Bowl 60

Super Bowl 60 halftime headliner Bad Bunny might have some competition if Hellmann’s has anything to do with it.

The condiment brand has unveiled a 15-second promo teasing its 2026 Super Bowl ad, which will introduce viewers to Meal Diamond, “a hot new star warming up for his moment in the spotlight.”

Set to Neil Diamond’s 1969 hit “Sweet Caroline,” the spot invites viewers backstage just before showtime. As the lights come up, we see a larger-than-life performer putting the finishing touches on a sequined outfit. As part of his preshow ritual, he tucks into a stacked turkey sandwich made with mayonnaise.

The camera zooms out to reveal the star’s name, as a diner service bell can be heard in the background.

In a statement, Jessica Grigoriou, Unilever’s senior vp of marketing for condiments in North America, said: “Meal Diamond may be new, but his star power hits a familiar note.”

She added: “We’re giving fans just enough to spark curiosity before the full chorus hits—a tease that gets people guessing (and craving) ahead of a Big Game moment where sandwiches truly steal the show.”

So good, so good, so good

Viewers will have to wait until the fourth quarter of the Super Bowl, when Hellmann’s runs its 30-second spot, to meet Meal Diamond.

This is the sixth year Hellmann’s has worked with VML, WPP Unite, and Edelman on its Big Game commercial.

In 2025, the spread tapped into the nostalgia around the 1989 film When Harry Met Sally, recreating the iconic diner scene at New York’s Katz’s Deli with Meg Ryan and Billy Crystal.

Over the last 12 months, the brand has continued to strengthen its presence in football culture, from the launch of “House of Hellmann’s,” its first-ever fashion-meets-football collaboration, to its “Do Dip” campaign, which brought together diehard supporters and fair-weather fans over their shared love for game day dishes.