With Hellmann's your taste buds create music.

The Majukennaise is a machine that serves fresh samples of Hellmann's sauces. It asks you what you thought about the sauce and turns your reaction into songs. The Majukennaise and the promo team visited over 90 supermarkets during a two month period. Discount coupons and prizes were given to promote purchase. Over 5,000 people were exposed to the experience.

Sales grew more than 40% during the promo period (compared to prior promotions). Over 5,000 person interacted with the Hellmann's team. Many chose to share their songs or download them. Some even turned them into their mobiles' ringtone.