In Brazil, Hellmann’s prints customized recipes on grocery shoppers’ receipts

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. Reportedly the work of Ogilvy Brazil, Hellmann’s Recipe Receipt campaign began with the installation of custom software on approximately 100 cash registers at St. Marche, a major supermarket chain. Then, when a shopper checked out with a jar of Hellmann’s in their basket, the cash register could recognize that and generate a custom recipe based on Hellmann’s and the other ingredients that were purchased; that recipe was then printed automatically on the shopper’s receipt. In the first month of the campaign alone, sales reportedly increased 44 percent, as noted in the video below: With all the technology-enabled ways of reaching consumers today, there’s virtually no limit on the forms brand butlers can take. An idea to develop into something more long term?