RECIPE RECEIPT by Ogilvy Sao Paulo for Hellmann's

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RECIPE RECEIPT

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Industry Sauces
Media Direct marketing, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Director Giuliano Saade, Georgia Guerra - Peixe
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Creative Director Rubens Dias Filho
Art Director Raphael Lucone, Rafael Rizuto Copywritter, Guilherme Nóbrega
Copywriter Ricardo Lins, Eduardo Marques Porto
Producer Nana Bittencourt, Juscelino Vieira, Maurício Granado
Account Supervisor Luiza Prata Carvalho
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Ambient Media & Print Collateral, Non-Mail (Small Scale) Silver

Credits & Description

Type of entry: Use of Direct Marketing
Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: UNILEVER
Product/Service: HELLMANN’S MAYONNAISE
Agency: OGILVY BRASIL São Paulo, BRAZIL
Advertiser UNILEVER
Product HELLMANN’S MAYONNAISE
Entrant OGILVY BRASIL São Paulo, BRAZIL
Type of Entry: Use of Direct Marketing
Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Title: RECIPE RECEIPT
Advertiser/Client: UNILEVER
Product/Service: HELLMANN’S MAYONNAISE
Entrant Company: OGILVY BRASIL São Paulo, BRAZIL
DM/Advertising Agency: OGILVY BRASIL São Paulo, BRAZIL

Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Eduardo Marques (Ogilvy Brasil)
Creative Director: Rubens Filho (Ogilvy Brasil)
Copywriter: Eduardo Marques (Ogilvy Brasil)
Copywriter: Ricardo Lins (Ogilvy Brasil)
Art Director: Rafael Rizuto (Ogilvy Brasil)
Art Director: Raphael Lucone/Guilherme Nobrega (Ogilvy Brasil)
Producer: Juscelino Vieira (Ogilvy Brasil)
Account Supervisor: Luiza Carvalho (Ogilvy Brasil)
Advertiser's Supervisor: Julio Campos (Unilever)
Account Manager: Daniela Glicenstajn (Ogilvy Brasil)
Project Manager: Paula Santana (Ogilvy Brasil)
Production Company: Bossa Nova Films (Bossa Nova Films)
System Company: -- (Zanthus)
Motion Designer: Guilherme Todorov (Ogilvy Brasil)
Sound Production: -- (Jamute)
Producer: Nana Bittencourt (Ogilvy Brasil)
Producer: Mauricio Granado (Ogilvy Brasil)
Director: Giuliano Saade/Georgia Guerra Peixe (Ogilvy Brasil)

Describe the brief from the client
Most people still think mayonnaise is only good for sandwiches. And even though Hellmann’s has been successfully teaching new uses to consumers, one challenge still remained: the point of sale. We needed to take advantage of the moment when customers have all the ingredients at hand.



Creative Execution


Hellmann’s is talking to its target at the perfect moment, when they are buying the product, teaching them how to prepare different recipes beside the ones they are used to preparing.




Describe the creative solution to the brief/objective.



Recipe Receipt: If the consumer buys Hellmann’s at the supermarket, the software in the cash register detects it and starts matching it with other purchased products, printing a personalised recipe onto the receipt itself.




Describe the results in as much detail as possible.



The software was installed in around 100 cash registers at all major supermarkets of the St Marchê chain for over 3 months. In the first month alone, sales increased 44% and thousands of recipes were printed, teaching people how to use Hellmann's to prepare salads, meats, sauces, pastas, and even sandwiches.