It’s very difficult to do something within super market receipts in Brazil, due to its hard fiscal policies.

Hellmann’s is talking to its target at the perfect moment, when they are buying the product, teaching them how to prepare different recipes beside the ones they are used to preparing.

The software was installed in around 100 cash registers, at all major supermarkets of the St Marchê chain, for over 3 months. In the first month alone, the sales increased 44% and thousands of recipes were printed, teaching people how to use Hellmann's to prepare salads, meats, sauces, pastas and, yes, even sandwiches.