Hellmann’s Recipes

Last year Hellmann’s in Brazil came up with a novel way to encourage consumers to use their mayonnaise for more than just sandwiches. The brand teamed up with supermarket chain St Marche to install special software in 100 of its cash registers. The software then recognized when consumers bought Hellmann’s and tracked other items they were buying. At the time of payment it printed recipes that combined several of the ingredients on the receipt. In the first month alone of the three month experiment, sales increased by 44%.

Now for their new campaign, shopping carts at Pão de Açúcar shopping center in São Paulo were mounted with special NFC enabled touchscreen devices. So when consumers walked through the various aisles, the touchscreen automatically detected what was on the nearby shelf and suggested an appropriate recipe.

This way the customers constantly discovered new receipies that used Hellmann's mayonnaise. If the recipe was liked, the customer could further interact with the display to find the location of the necessary ingredients in the store, or share the recipe with friends via email.

As a result 45,000 customers were involved in the campaign and sales rose by almost 70 percent.