Hellmann's Turns Receipt Into Recipe Using the Groceries You Just Bought

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Hellmann's and agency Ogilvy Brazil came up with a novel way to encourage consumers to use mayonnaise for more than sandwiches.

The brand teamed up with supermarket chain St Marche to install special software in 100 of its cash registers. When customers bought Hellmann's, it clocked the other items they were purchasing and came up with recipes combining several of the ingredients and printed them out on the bill.

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