June 7, 2012
Real-time recipes for shoppers
What if a brand could read our fridge and, based on its contents, suggest a recipe for dinner? For a recent campaign at a supermarket in São Paulo, Hellmann’s Brazil put up a sign alerting shoppers that “If there’s Hellmann’s in your cart, there’s a surprise in your receipt.” The receipt then featured a recipe—created by special software in the cash register and taken from Unilever’s recepedia.com—that included mayonnaise and several other ingredients based on the shopper’s cart.
This created in real time a customized idea for a meal and a positive surprise for consumers. The idea, a manifestation of Hyper-Personalization (one of our 10 Trends for 2011), is a marvelous example of how brands can be more proactive and please consumers with initiatives that better connect with their regular routines. —Marina Bortoluzzi