Most people still think that there’s nothing ‘creative’ about shopper marketing. The reality is that it just takes a lot more engineering and effort in selling the idea through than the average 3-piece poster campaign.

Case in point, this brilliant shopper case study from Ogilvy Brazil for Hellmann’s mayonnaise.

They installed a system, in hundreds of cashiers at a major supermarket chain, that recognizes when someone buys a pack of Hellmann’s and produces an instant recipe printed on the bill, using other items in the basket as the main ingredients. Simply brilliant and brilliantly simple.

Which brings up another hypothesis. Creativity in this space is less about being surprising as it is about being relevant. What do you think?

Regional Executive Creative Director, Geometry Global Asia Pacific