In an effort to expand Hellmann's relevancy beyond the sandwich, the company and ad agency Ogilvy Brazil recently launched a campaign that told consumers how the groceries they had just purchased could be used to make a new mayonnaise-intensive dish.
They partnered with a large supermarket chain called St Marche to install software in cash registers at about 100 stores. When customers purchased Hellmann's mayo at these stores, the software automatically looked at the other ingredients in their cart and compiled a recipe that used them. The recipe, complete with preparation instructions, was then printed on the customer's receipt.
Within the first month, sales of Hellmann's mayonnaise increased by 44% at stores with recipe receipts, according to a video about the campaign.