Buy Hellman’s and receive a free recipe!
When I first heard about this, I was amazed at the unique and clever way to make purchasing a Hellmann’s mayonnaise that more exciting. As we know, mayonnaise can be used with all sorts of products. It’s more than just a condiment. It can be used in multiple ways, but do you know them all ?
Hellmann’s created a rather “quirky” campaign called “Hellmann’s Recipe Receipt”.
How it works?
- A software to analyse what products a consumer has purchased with their Hellmann’s mayonnaise at the point of checkout.
- Once your products are scanned and payment has been made, a receipt is printed out.
- At the bottom of the receipt, the software uses what you’ve purchased, including Hellmann’s, and creates a personalized recipe for yourself that includes all of the products.
I found this to be a great idea of Hellmann’s. Similar to the successful marketing strategy by Blendtec, Hellmann’s is making an ordinary and typical product to become something more. They’re adding value to the product and allowing a more personalized approach to the consumer. In addition, they’re informing the customer of ways you can incorporate Hellmann’s with your purchases and be exposed to new recipes. In return, this can increase customers’ usage of mayonnaise and provide a greater percentage of repurchases in the future.
Especially, with the idea that whoever is purchasing the product already has intentions to use it in their own cooking, this receipt/recipe concept is a great way to give additional ways to love the product even more. Being more than just being spread on bread, Hellmann’s mayonnaise informs and gives their customers a new recipe idea that many didn’t even know included mayonnaise. It’s a great incentive, even for first-time purchasers, to give it a try and see what the software analyses and produces with the collaboration of your common, everyday purchases. Your use of mayonnaise has grown and expanded!
And the results of this campaign? Sales increased by 44 percent in one month.
