With a core consumer insight that 48% of people do not know what they are making for dinner on any given night as late as 4pm, we wanted to inspire people with dinner recipes where it mattered most – in-store and in-aisle where the product was at arm’s length. We leveraged emerging technology and a unique media partnership to drive in-store interest and showcase new usages for an otherwise low-interest purchase – mayonnaise.

A testament that people really do need recipe inspiration even in-store, the consumers that received the push notification in-store had an open rate of over 10%. Engagement with the program shattered benchmarks with over 25X higher click rate versus brand norms. Most importantly, in conjunction with other marketing activities, we increased perception of the versatile uses of Hellmann’s by +5% and increased dollar share by nearly a full percentage point in a $2 billion industry.