Sandwich says a lot about people

If you and your significant other aren't seeing eye-to-eye, you might want to compare notes on what you're eating for lunch.

If you and your significant other aren't seeing eye-to-eye, you might want to compare notes on what you're eating for lunch. That's the message from Unilever's mayonnaise brands, Hellmann's and Best Foods Mayonnaise. The company enlisted the Smell & Taste Treatment and Research Foundation to conduct a study of 2,747 adults to find out what personality types go with which types of sandwiches.
  
Among the findings, the study said those who favor ham and cheese “were curious and have a wide range of interests.” And those who chow down on tuna salad are “generally aggressive and achievement-oriented,” and are best partnered with “charming and energetic” egg salad lovers. Hang out at the deli counter for a while and you may find your soulmate. Um, OK.
  
Certainly, this information isn't to be taken to heart –has anyone ever said, “I really wish I could meet an egg salad kind of person?” You might be left wondering if perhaps the brands' money would have been better spent elsewhere, such as on more valuable consumer research. Yet, it's a playful new take on an old sandwich staple: mayo. At least one media outlet, the Chicago Tribune, picked up the story for an item by its food critic.
  
The effort included www.BuildThePerfectSandwich.com, a new Web site that featured how-to videos starring celebrity chef Bobby Flay who asks people questions about their lifestyle and fashions sandwich recipes for them. There's a fun “Sandwich Personality Test” where you “learn” that people who like detective novels and tend to mix up their exercise routine would enjoy a chicken and basil sandwich with provolone cheese.
  
Interestingly, the report findings aren't prominently placed on the site. Perhaps the communications pros realized that they didn't need all that hyped up pseudo-science to appeal to consumers. People love sandwiches. And if you can give them ideas about how to make their sandwiches a little more exciting, that's the big consumer message you should run with.

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