Hellman's Takes the Mayo With the Hellman's Recipe Cart

Welcome to the second of the Monday Marketing Masters series...If you missed the first one, click here

It's exciting to think of how the new technology and execution of this campaign could take the grocery shopping experience- which has always been my least favorite activity (even cleaning my kids room is preferable) to new heights, both monetarily for the brands catching this wave, as well as for the grocery store industry.  The Hellman's mayonnaise brand took an innovative approach to product awareness with its recent high-tech supermarket campaign in Brazil — one that resulted in a 68%  increase in sales, springwise.com reported.

Introducing: The Hellman's Recipe Cart

Outfitted with a touchscreen device,  the company completed a month long beta trial of the ‘Hellman's Recipe Cart’- a super jacked up shopping cart that does the thinking for you, at the Pão de Açúcar shopping center in São Paulo.

It went like this: When consumers placed a jar of Hellman's mayonnaise in their cart, the tablet on the shopping cart detected their location through NFC tags located in each aisle. The device then offered a recipe using Hellman's mayonnaise along with other products nearby in that aisle. In other words, it did your scouting and took the brain power out of the “what else can I make with Hellman's” out of the equation of tired shoppers yearning to have someone else come up with a dinner idea for a change.

Watch the video and read more here