Hellmann's : Recipe Receipt -- Best of 2012 IX #5

All those things you can make with mayo.

Published On
May 15, 2012

Editor's Pick

Hellmann's and agency Ogilvy Brazil came up with a novel way to encourage consumers to use mayonnaise for more than just sandwiches. The brand teamed up with supermarket chain St Marche to install special software in 100 of its cash registers. This not only recognized when consumers bought Hellmann's but clocked the other items they were buying, and came up with recipes that combined several ingredients, printing them out on the till receipt. In the first month alone of the three month experiment, sales increased by 44%.

Credits

Date
May 15, 2012
Brand:
Hellmann's
Client:
Hellmann's
Agency:
Ogilvy-Brazil
Chief Creative Officer:
Anselmo Ramos
Executive Creative Director/Production:
Claudio Lima
Executive Creative Director/Production:
Fred Saldanha
Creative Director:
Eduardo Marques
Creative Director:
Rubens Filho
Copywriter:
Eduardo Marques
Copywriter:
Rico Lins
Copywriter:
Claudio Lima
Art Director:
Rafael Rizuto
Art Director:
Raphael Lucone
Art Director:
Guilherme Nobrega
Producer:
Juscelino Vieira
Producer:
Mauricio Granado
Producer:
Nana Bittencourt
Project Management:
Paula Santana
Production Company:
Bossa Nova Films
System Company:
Zanthus
Motion Designer:
Guilherme Todorov
Motion Designer:
Tulio Inoe
Sound Production:
Jamute

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Project Type