The idea is turning your receipt into a recipe
Commercials can sometimes be fake, espacially when it comes to food. You know, this kind of old fashion film : http://www.youtube.com/watch?v=f5lgq0jrZ3I
A little bit anachronic when your tagline is « It’s time for real ». Something had to be done, and has actually been done : http://www.youtube.com/watch?v=4oC854q8kes
Nice move. But it looks like the brand still needed to push it further.
With this recipe receipt, the mayonnaise brand have intelligently succeded in sticking to their own tagline. It’s not advertising, it can’t get more real.
The first good insight ladies : what can be more annoying than a whole family answering « Whatever » « Up to you » or « Anything » to the question « What would you like to eat tonight » ? It’s hard to find new ideas when it comes to cooking, and even harder when the firdge is fully loaded. With the recipe receipt, you instantly get a dish idea. By doing so, Hellmann’s gives you a good advice and durably associate its name each time you will think about going to the grocery store.
The second effect builds a better brand image. Mayonnaise is something you normally would use for a quick fix : when the fridge is totally empty, there is always a mayonnaise jar that would do your meal on a slice of bread or not so appealing leftovers. This image is quite a problem when, again, your tagline promotes real and good food. That’s what the recipe receipt manage to overcome : Hellmann’s comes with fresh good ingredients. Hellmann’s is not your forced solution in an empty fridge anymore, it’s a real choice accomodating fresh ingredients in delicious recipes.
Last but not least : the receipt. It might seem tiny and unharmful but it’s acutally quite effective. What is a receipt ? It’s a very formal piece of paper with numbers, prices. No room for fun. It’s only the cold reality of figures forcing you to take an action. You have to pay, there is no choice. You have to do what it tells you. This is a very directive media. Printing a recipe on it is just the polite way to tell you to eat more Hellmann’s.