Hellmann’s Campaign – Sandwich, Kent

Event Signage Production and Installation for a High-Profile Brand Activation

An image of the "Welcome to Sandwich - Take a Bite of History" monument sign.

The Challenge

FASTSIGNS® Tunbridge Wells were approached by Edelman to support a national campaign for Hellmann’s in the historic town of Sandwich.

The campaign celebrated the return of the “original sandwich” to its namesake town, with a live public event taking place at The Crispin Inn. The activation recreated an 18th-century style sandwich and offered 150 free sandwiches to visitors, drawing attention to the town’s historical connection to one of the world’s most iconic foods.

Our role was to produce and install a range of event signage across the town, including replacing existing town signage with Hellmann’s branded graphics and installing directional signage to guide visitors to key locations, such as where the first sandwich was said to have been created.

The project required working within a public environment, handling temporary replacements of official town signage, and ensuring everything was installed cleanly and could be reverted after the event.

A key logistical challenge was that two signs had not yet been approved by highways in time for the initial installation, meaning the project had to be split across two separate installation days.

A colage of the exterior signage for a gate and post & panel sign.

The Solution

FASTSIGNS® Tunbridge Wells produced a series of custom-shaped ACM signs, many of which were cut on our CNC machine to replicate the iconic Hellmann’s label shape, helping to reinforce the campaign branding throughout the town.

All signage was manufactured using:

3mm ACM panels
MD3 printed graphics
Matt laminate finish for durability and reduced glare

The signage package included a range of sizes to suit different locations:

1220mm x 1650mm (x2)
1120mm x 730mm (x2)
560mm x 365mm
400mm x 300mm (x6)
300mm x 500mm (x2)

A collage of the exterior signage around the city.

Most signs were installed using rails fixed to the reverse of the ACM panels, applied with metal-to-metal double-sided tape and primer, and then secured to posts using a mounting kit. This ensured a strong, reliable fixing method suitable for temporary outdoor use.

As part of the installation, we carefully removed existing town signage, including “Welcome to Sandwich” signs, and replaced them with Hellmann’s branded versions for the duration of the campaign. Additional signage was installed throughout the town, including directional arrows guiding visitors to key event locations.

Although the client supplied the majority of the graphics, any installation delays caused by pending approvals were managed efficiently, with our team returning to complete the remaining signage once permissions were in place.

An collage of the different exterior signage around the city.

The Result

The finished installation transformed key areas of Sandwich into a fully branded environment for the Hellmann’s campaign, helping to create a cohesive and engaging experience for visitors attending the event.

By combining custom-shaped signage, strategic placement, and temporary branding of town landmarks, the campaign successfully drew attention to both the event and the town’s historical significance.

This project demonstrates FASTSIGNS® Tunbridge Wells’ ability to deliver high-quality event signage and large-scale brand activations, working to tight deadlines and adapting to external factors such as approvals and public space requirements.

The result was a visually impactful campaign that supported a nationally recognised brand while bringing increased footfall and attention to the town of Sandwich during the event.