Cooking and sandwich making is ridiculed as a "feminine" thing amongst gamers, and the phrase "Make me a sandwich" is commonly used to hate on gamer girls. 

So we decided to rebrand the condescending phrase and teach everyone how to make a sandwich, by creating Sandy. 

Sandy is Heinz' own bot, programmed to respond to the phrase and guide the gamers to a website filled with tasty sandwich recipes, with Heinz as a key ingredient.