News

Hellman's rolls out high-tech Recipe Cart (Video)

May 17, 2013

The Hellman's mayonnaise brand took an innovative approach to product awareness with its recent high-tech supermarket campaign in Brazil — one that resulted in almost a 70 percent increase in sales, springwise.com reported.

The company completed a month long deployment of the Recipe Cart, a shopping cart outfitted with a touchscreen device, at the Pão de Açúcar shopping center in São Paulo, with the help of the digital agency CUBOCC. When consumers placed a jar of Hellman's mayonnaise in their cart, the tablet detected their location through NFC tags located in each aisle, the article reported. The device then offered a recipe using Hellman's mayonnaise along with other products nearby in that aisle.

The campaign posted significant engagement numbers for the month, with 45,000 customers experiencing the interactive carts.

Watch the video below to see the Recipe Cart in action:

Read more about retail technology deployments.