Hellmann's · Recipe Receipt
Hellmann's needed to prove mayo isn't just for burgers. So we turned the supermarket receipt into a personal chef. Buy Hellmann's, and the checkout printed a custom recipe from the rest of your cart.
Hellmann's needed to show Brazilians that mayonnaise isn't just for burgers and hot dogs. We were tasked with coming up with an award-worthy idea for the agency's clients.
Ours was the Recipe Receipt. When a shopper bought Hellmann's, smart software at the checkout scanned the rest of their groceries and printed a custom recipe right on the receipt, showing new ways to use mayo in pastas, salads, meats and more.
Overview
The role
Concept, created as creative interns at Ogilvy São Paulo under creative director Claudio Lima. The agency produced and rolled out the idea.
The idea
Turn the receipt into a recipe. Every receipt already lists what you just bought, so we made it list what you could cook, with Hellmann's at the centre of it. No app, no extra step. The idea lived in a piece of paper everyone already takes home.
The result
Rolled out in 100 St Marché supermarkets in São Paulo, the Recipe Receipt lifted Hellmann's sales by 44% in a single month, and went on to become one of the most awarded campaigns of its year, from Cannes Lions to the One Show.
Awards
Cannes Lions 2012
Gold, Promo · Silver, Direct · Silver, Outdoor · Bronze, Branded Content
Clio Awards 2013
Gold, Direct · Silver, Engagement · Shortlist, Print · Shortlist, Out of Home
The One Show 2013
Silver Pencil · Merit · Merit, Interactive
D&AD 2013
In Book, Digital Advertising · In Book, Direct
LIA — London International Awards 2012
Silver, Digital · Shortlist, Non-Traditional
El Ojo de Iberoamérica 2012
Gold, El Tercer Ojo · Gold & Silver, Directo · Silver, Promo · Bronze, Innovador
CCSP 2013
Silver, Outdoor · Silver, Direct · In-Book, Promo
Wave Festival 2013
Grand Prix, Direct · 2× Gold, Direct · 2× Gold, Promo · Bronze, Outdoor
Credits
Alicia Evergreen
Concept · Creative Intern
Michelle Gilbert
Concept · Creative Intern
Claudio Lima
Creative Director
Ogilvy São Paulo
Agency
Hellmann's
Client