The 'Recipe Cart' is a shopping cart that recommends recipes for ingredients as you walk by them. Part of a campaign for Hellmann's mayonnaise, the cart suggests mayonnaise-infused dishes as the consumer walks around.
The cart is composed of a touch screen on top of a conventional shopping cart. When you place a container of Hellmann's mayo in the cart, the touch screen begins suggesting recipes. If you were to walk near the meat aisle, the 'Recipe Cart' might suggest a recipe containing chicken and mayo.
The motivation behind this campaign came from the lack of knowledge in Brazil about the versatility of mayonnaise. In addition, a large amount of purchases are made spontaneously at the point-of-sale. With these two factors at play, the 'Recipe Cart' proved to be very effective at generating new sales.
Stats for Recipe-Suggesting Shopping Carts
Trending: Older & Mild
Research: 806 clicks in 157 w
Interest: > 3 minutes
Concept: Recipe Cart
Related: 77 examples / 59 photos
Segment: Neutral, 18-55
Comparison Set: 28 similar articles, including: gourmet barbecue tools, hi-tech communicating kitchens, and hi-tech kitchen companions.
Recipe-Suggesting Shopping Carts
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