Highly competitive categories are often those most in need of innovation, to stand out from the crowd. In the realms of FMCG, that can seem a tough task. And in the whimsy world of condiments, harder still. But as is often the case, clever creativity can go a long way. We enjoyed an effort this week from Hellmann’s Mayonnaise, which has breathed fresh life into the well-trodden realms of recipe suggestion. By installing a special software at 100 supermarket stores, they were able to detect when Hellmann’s Mayonnaise had been scanned, and by placing it alongside the other contents in the shopper’s basket, create versatile recipe suggestions that matched those purchases. The suggestions were then printed immediately, on a sales receipt, to take away there & then.
It’s a brilliant example of creative data use, and we love the instant, reactive and personalised nature of the campaign. It caused a 44% sales uplift in its first month, too. It’s the sort of campaign Berg’s Little Printer was made for…
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