So here’s an example of what data and systems and creativity can do for the most unlikely product: mayonnaise.
Shoppers pick up Hellmann’s mayonnaise at the grocery store and then at check-out the register will note the Hellmann’s barcode and analyze all of the other ingredients being purchased. After doing that the receipt will print out a recipe of what can be made that night at home using those items and, of course, Hellmann’s.
What a great idea. It addresses the business challenge of showing how Hellmann’s can be used for so much more than just sandwiches.
From here.
By John Drake
John brings extensive national brand experience to Drake Cooper, previously working in account management, business development and brand strategy roles at the Los Angeles offices of Dailey & Associates, Deutsch, and WDCW. He has worked with Carl’s Jr., The Tillamook County Creamery Association, Nestlé USA, The Resort at Pelican Hill, UCLA-Anderson, Mitsubishi Motors, The Walt Disney Company and Baskin-Robbins USA. At Drake Cooper, John oversees brand strategy and Campaign Planning™ for clients. He understands the balance of marketing integration and uses Campaign Planning™ to find the best mix of mass media and one-to-one media for each campaign. John was part of the Deutsch team that received “Agency of the Year” an unprecedented five years in a row from Adweek and Advertising Age. He is an active member of the American Marketing Association, has served on Advertising Federation boards in Los Angeles, Portland, and Boise, is active in the Puget Sound American Marketing Association and is a registered judge of creativity effectiveness for the American Advertising Federation.
