The Campaign involved the use of NFC technology to immediately suggest meal ideas to shoppers as they walked past other ingredients.
Shopping carts were fitted with touchscreen devices in the Pao de Acucar Shopping Centre in Sao Paulo and when consumers placed a jar of Hellmann’s mayonnaise in their trolley the tablet detects where they were in the supermarket through NFC tags along the aisles.
The device the starts to play videos suggesting recipes they can make with the mayonnaise and the nearby products in the store.
Customers were also able to find the location of other ingredients and share the meal idea over social networks if they wanted to.
Over 45,000 customers were involved in the campaign and sales of Hellmann’s rose by almost 70% in one month!
Check out this video of the Recipe Cart in action.