In a clever approach to getting consumers to look ‘beyond the sandwich,’ Hellman’s hired Brazilian marketing group Ogilvy Brazil to come up with a creative solution to its strongly limiting issue.
In response to the ‘sandwich problem,’ Ogilvy decided to provide Hellmann’s customers with what is perhaps one of the most customized marketing campaigns yet. The company developed and implemented a software that created recipes from the customer’s bought goods and Hellmann’s mayonnaise, printing the recipes directly on the receipt. Making it immensely easy for buyers to understand the uses of Hellmann’s, this is a brilliant and heavily integrated way to promote the mayonnaise product.
Offering customers an option to make the most of their groceries, and being impressive on its own, Ogilvy Brazil’s campaign is a phenomenal approach to changing the way that buyers understand a product.
Stats for Integrated Recipe Receipts
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Research: 1,702 clicks in 206 w
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Concept: Ogilvy Brazil1
Related: 77 examples / 59 photos
Segment: Females, 18-55+
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