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%.