Hellmann’s “Recipe Receipt”

Hellmann’s needed to show Brazilians that mayo isn’t just for burgers and hot dogs. So they turned supermarket receipts into personal chefs. When shoppers bought Hellmann’s, smart software at 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. Rolled out in 100 St Marchê supermarkets, the Recipe Receipt boosted sales by 44% in just one month.