Hellmann's recipe receipt
Now here's a clever idea. Hellman's was keen to make consumers realise that mayonnaise can be used in cooking and not just for sandwiches.
So the brand teamed up with a large supermarket in Brazil and installed specially developed software into the tills. When a customer bought a jar of Hellman's Mayonnaise the software analysed the other items purchased and created a recipe that used mayonnaise and the other items bought. It was a highly targeted campaign, which delivered its key message directly into the consumers pocket and saw sales of Hellmann's increase by whopping 44%.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.