The 'Foot Slot' Machine Dispenses Random Mayo-Inspired Samples
Alexander Lam — June 3, 2013 — Marketing
References: youtu.be & ibelieveinadv
An advertising campaign for Hellmann's called 'Food Slot' brings the casino to the supermarket to advertise mayonnaise. The food slot machine combines random ingredients to give you a recipe and a food sample. Every single recipe that the slot machine recommends uses mayo and is supposedly delicious. If a customer hits the jackpot, countless jars of mayo are released.
Designed by Ogilvy, the machine was developed over four months with the help of chefs at Unilever and engineers at Hungry Man Projects. The purpose of the slot machine is to show that Hellmann's mayonnaise goes with anything. Part of an ongoing campaign to prove that mayo goes on more than sandwiches, the slot machine has over 280 recipes and samples ready to be dispensed.
Designed by Ogilvy, the machine was developed over four months with the help of chefs at Unilever and engineers at Hungry Man Projects. The purpose of the slot machine is to show that Hellmann's mayonnaise goes with anything. Part of an ongoing campaign to prove that mayo goes on more than sandwiches, the slot machine has over 280 recipes and samples ready to be dispensed.
Trend Themes
1. Interactive Advertising - Creating interactive experiences like the 'Food Slot' machine can engage and captivate consumers, leading to increased brand awareness and product interest.
2. Product Personalization - Developing innovative ways for consumers to customize their food choices, such as the randomized recipe feature on the 'Food Slot' machine, can cater to individual preferences and enhance brand loyalty.
3. Experiential Marketing - Utilizing experiential marketing strategies, like the food sampling aspect of the 'Food Slot' machine, can create memorable brand experiences that drive customer engagement and boost sales.
Industry Implications
1. Food and Beverage - The 'Food Slot' machine demonstrates possibilities for interactive advertising and product personalization within the food and beverage industry, providing opportunities for disruptive innovations.
2. Advertising and Marketing - Integrating experiential marketing techniques, such as the 'Food Slot' machine, can revolutionize traditional advertising and marketing practices, creating new avenues for brand promotion.
3. Retail and Consumer Goods - By incorporating interactive elements like the 'Food Slot' machine within retail stores, companies can enhance the customer shopping experience and differentiate themselves in the competitive consumer goods market.
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