The Ogilvy Brazil Hellmann’s Campaign is Clever
Courtney Scharf — May 17, 2012 — Marketing
In a clever approach to getting consumers to look ‘beyond the sandwich,’ Hellman’s hired Brazilian marketing group Ogilvy Brazil to come up with a creative solution to its strongly limiting issue.
In response to the ‘sandwich problem,’ Ogilvy decided to provide Hellmann’s customers with what is perhaps one of the most customized marketing campaigns yet. The company developed and implemented a software that created recipes from the customer’s bought goods and Hellmann’s mayonnaise, printing the recipes directly on the receipt. Making it immensely easy for buyers to understand the uses of Hellmann’s, this is a brilliant and heavily integrated way to promote the mayonnaise product.
Offering customers an option to make the most of their groceries, and being impressive on its own, Ogilvy Brazil’s campaign is a phenomenal approach to changing the way that buyers understand a product.
In response to the ‘sandwich problem,’ Ogilvy decided to provide Hellmann’s customers with what is perhaps one of the most customized marketing campaigns yet. The company developed and implemented a software that created recipes from the customer’s bought goods and Hellmann’s mayonnaise, printing the recipes directly on the receipt. Making it immensely easy for buyers to understand the uses of Hellmann’s, this is a brilliant and heavily integrated way to promote the mayonnaise product.
Offering customers an option to make the most of their groceries, and being impressive on its own, Ogilvy Brazil’s campaign is a phenomenal approach to changing the way that buyers understand a product.
Trend Themes
1. Customized Marketing Campaigns - Creating personalized campaigns that are tailored to individual customers' preferences, needs, and purchases.
2. Integrated Product Promotion - Incorporating product promotion and information directly into the product packaging or receipts to increase consumer awareness and understanding.
3. Consumer Education Through Technology - Utilizing technology, such as software or apps, to provide consumers with educational content and information about products.
Industry Implications
1. Food and Beverage - Opportunity to integrate product information and recipes directly into food and beverage packaging to enhance consumer understanding and usage.
2. Retail - Opportunity to implement customized marketing campaigns in the retail industry, offering personalized promotions, incentives, and information to individual customers.
3. Software and Technology Development - Opportunity to develop innovative software and technology solutions that enable personalized marketing campaigns and product information integration.
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