Recipes on receipt: Tasty ideas for shoppers

16.05.2012 Advertising : Supermarket : Personal Information Economy

Brazil – São Paulo-based advertising agency Ogilvy Brasil and Hellmann’s mayonnaise have created a campaign that offers shoppers bespoke recipes based on what they have bought.

Special software that can identify individual food items was installed into 100 St Marche supermarket cash registers. If someone buys a jar of Hellmann’s mayonnaise, the software picks a Hellmann’s recipe that also combines other products purchased, and prints it on the back of the customer’s receipt.

Sales of Hellmann’s mayonnaise rose by 44% in the first month of the four-month experiment.

This is a great example of a brand using the Personal Information Economy to provide consumers with a fun and inventive way of using their product at home. Find out more in our Homedulgence macrotrend.

You have 2 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more