You’ve just completed your trip to the supermarket. As you’re leaving the store you may or may not have a clear idea of what to fix for dinner that night. As you glance at your cash register receipt, you notice that there’s a recipe that just happens to call for the ingredients you have in your shopping bag.
Nope. It’s part of a new campaign from Hellmann’s Mayonnaise taking place in Brazil designed to show consumers how to get more from their mayo.
The concept was created by Hellmann’s agency, Ogilvy Brazil. The agency installed special software in cash registers at 100 locations of St. Marche, a Brazilian supermarket chain. The software recognizes when Hellmann’s is scanned, and quickly sifts through a database of potential recipes to find one that matches up with the other items that were purchased. The customized recipe is than printed on the receipt, with directions on how to prepare it.
In the first month of the program, sales reportedly were up by 44 percent.
As an example, if a shopper purchased chicken, parsley, curry, and Hellmann’s mayonnaise, a recipe for Chicken Fingers with Curry might make it to the receipt.
Not sure what recipe you’d get if your shopping list was just mayonnaise, toilet paper, and beer, but you’ve got to admit this is a pretty cool idea. Bring it to the USA, Hellmann’s.
The promotional video below demonstrates how the concept works.
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