In Brazil, most people only use Hellmann’s mayonnaise for sandwiches. To create more awareness of what people can make with mayonnaise, the food brand installed touchscreen tablet computers on the grocery carts at the largest supermarket chain in São Paulo.
The tablet computers detect radio frequency identification or RFID tags on the grocery products inside the carts and suggested recipes that use mayonnaise. Shoppers can also interact with the tablet and use it to find the ingredients needed for a recipe.
For the first month, the sales for Hellman’s increased by almost 70 percent.