In the intention to expand mayonnaise use beside sandwiches, Hellmann’s and Ogilvy Brazil recently introduced a campaign that encourages consumers how to use the groceries they had just bought.
Hellmann’s made a partnership with a huge supermarket chain called St Marche in order to install software in cash registers at about 100 stores. The core idea involves tailored recipes, printed out on the store receipt, based on the ingredients the shopper had just purchased. The recipe includes preparation instructions as well.
The interesting fact is that sales of Hellmann’s mayonnaise increased by 44%, within the first month, at stores with recipe receipts.
“We needed to take advantage of the moment when customers had all of the right ingredients at hand,” explains the narrator in the video.
What a great idea, isn’t it? Interesting, unusual and, as well a nice value-add for Hellmann’s buyers.
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