In order to generate growth, Hellmann’s needed to expand its relevancy beyond the sandwich. Hellmann’s needed to educate consumers on how many of their typical groceries could be used to create mayonnaise-based recipes.
Hellmann’s automatically turns the items in your grocery cart into a custom recipe. The recipe, complete with preparation instructions, was then printed on the customer’s receipt at checkout. Every cart with Hellmann’s received a recipe receipt.
Hellmann’s partnered with a large supermarket chain called St Marche to install software in cash registers at nearly 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.
Within the first month, sales of Hellmann’s mayonnaise increased by 44% at stores with recipe receipts. Hellmann’s Recipe Receipt has won every major international creative award and its consumer innovation has been featured in major publications including Mashable, PSFK and Fast Company.