Hellmann’s Brazil have come up with an brilliant idea to increase the use of their mayonnaise.
Together with Digital Agency CUBOCC, they created a month long campaign at a Sao Paulo super market, fitting shopping carts with touch screen tablets.
When customers placed a jar of Hellmann’s in their cart, the tablet detected where they were in the supermarket through NFC tags located on each aisle and suggest recipes.
For example, if they walked past the vegetable section, a video of a salad with mayonnaise began to play on the screen. If they liked the recipe they could interact with the display to find the location of the necessary ingredients in store. They could also share the recipe idea with friends over social networks.
According to Hellmann’s 45,000 customers were involved in the campaign and incredibly sales rose by almost 70 percent.
This campaign worked because Hellmann’s offered value – led content that engaged with the target audience at exactly the right time.
Consumers in the supermarket were already buying food, so introducing delicious ideas that they could replicate themselves at home is a perfect way to think about the Hellmann’s product in new ways.
The surprise element, using NFC technology disrupts people’s consumer journey. By giving them the ability to share and shout about their experience, Hellmann’s ensured plenty of valuable talk-ability!
