The blogosphere is calling it a "mayo selfie" however it doesn't seem to strictly adhere to the requirement that you... umm... take the picture yourself?
The "BBQ lab" takes your picture, uses some software, and then prints your face on your hamburger. In my cynicism, I might also argue that it is not necessarily 3D printing, since there is only one layer. It's more like a giant mayo Sketchy.
Although this certainly sounds like something the Bay Area would be into (though, do people eat mayo out here?), the promotion is currently being marketed in the United Kingdom.
You can watch the video below, or read this post about it. Apparently, Hellmann's is not the first, nor will it be the last, company to jump on trendy 3D printing - Oreo has it's own 3D printing capabilities at SXSW earlier this year.