getting the world to cook with mayonnaise
Hellmann's wanted to inspire new uses of mayonnaise as a cooking ingredient. Leading the global account we developed a topical recipe-based campaign that ran across UK, USA and LatAm.
The campaign was supported by a clever activation idea, where software was installed in cash registers at 100 locations of a supermarket chain in Brazil that recognised when Hellmann’s was scanned. The program would then sift through a database of potential recipes to find one based on the other purchased ingredients. The custom-designed recipe is then printed on the receipt along with directions on how to prepare it. For instance, chicken, parsley, curry, and Hellmann’s would be combined to make Chicken Fingers with Curry.
Simply wonderful.