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.