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.