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created about 1 year ago | Tagged: |
2martens
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As part of a recent ad campaign for Hellmann’s mayonnaise in Brazil, recipes tailored to the ingredients the shopper had just purchased were printed out on the store receipt.
Last year we wrote about Spanish food brand Gallina Blanca and its initiative to send consumers personalized recipes via Twitter, but recently we came across a like-minded effort that takes the concept even further. Specifically, through a recent ad campaign for Hellmann’s mayonnaise in Brazil, recipes tailored to the ingredients the shopper had just purchased were printed out on the store receipt.
Created by Ogilvy Brazil, the latest campaign from Hellmann’s finds a clever way to show consumers how to get more out of their mayonnaise. Ogilvy installed software in cash registers at 100 locations of a supermarket chain in Brazil that recognizes when Hellmann’s is scanned. This program quickly sifts through a database of potential recipes to find one based on the other purchased ingredients. The custom-designed recipe is then printed on the receipt along with directions on how to prepare it. For instance, chicken, parsley, curry, and Hellmann’s would be combined to make Chicken Fingers with Curry.
