Hot story
Where is Content Marketing Heading?
Where is Content Marketing Heading? May 8, 2013
Editor's pick
Branding the Presidents of The United States
Branding the Presidents of The United... May 9, 2013
Hellmann’s Recipe Offered on a Store Receipt by Marija Ivanovic
  • June 1, 2012
    • , , ,

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.

Interesting read? Share it:

BY Marija Ivanovic

Author

Marija Ivanovic
Marija Ivanović is a management student at Faculty of Organizational Sciences. She is mostly interested in marketing, management and sales. Always a team player, enjoys meeting new people, learning new things, gaining professional experience, attaining different perspectives as well as learning new languages. Adores fashion and everything about it, and she’s also in love with volleyball and Spanish. Since March 2012, she holds the position of Chief Communications Officer at Branding Magazine.
As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. Founded in March 2011 by a team of young professionals passionate about brands and design, the magazine has since become one of the principal sources about branding on the web.
MAGAZINE
INFO & MAGAZINE
ADVERTISING
© 2013 Branding Magazine. All rights reserved.
As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. Founded in March 2011 by a team of young professionals passionate about brands and design, the magazine has since become one of the principal sources about branding on the web.