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%.
AUTHOR BIO
Joss Davidge
GLOBAL BUSINESS DIRECTOR
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.
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.
