Hellmann's - "Recipe Receipt"

. São Paulo, Brazil

13704

Title	Recipe Receipt
Title (original language)	Receita na notinha
Agency	.
Campaign	Hellmann's Recipe Receipt
Advertiser	Unilever
Brand	Hellmann's
Posted	May 2012
Business Sector	Mayonnaise, Ketchup, Mustards
Story	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%.
Media Type	Web Film
More Information	http://www.hellmanns.com.br/home/
Sound Production	Jamute Audio
Designer	Tulio Inoe
Designer	Guilherme Todorov
Production Company	Bossa Nova Films
Project Manager	Paula Santana
Producer	Nana Bittencourt
Producer	Mauricio Granado
Producer	Juscelino Vieira
Art Director	Guilherme Nobrega
Art Director	Raphael Lucone
Art Director	Rafael Rizuto
Copywriter	Claudio Lima
Copywriter	Rico Lins
Copywriter	Eduardo Marques
Creative Director	Rubens Filho
Creative Director	Eduardo Marques
Executive Creative Director	Fred Saldanha
Executive Creative Director	Claudio Lima
Group Creative Director	Anselmo Ramos
Worldwide Chief Creative Officer	Tham Khai Meng