We created a partnership between Hellmann’s and Epicurious, the go-to foodie app, to deploy the first ever co-branded iBeacon campaign to drive meal inspiration in-store. Consumers who downloaded the Epicurious app (over 10 million), and opted into push notifications, would receive a Hellmann’s and Epicurious co-branded recipe, such as Hellmann’s Parmesan Crusted Chicken, at over 1,600 locations (via InMarket).

Consumers who received the push notification in-store had an open rate of over 10%. Engagement with the program shattered benchmarks with over 25X higher click rate versus brand norms. Most importantly, in conjunction with other marketing activities, we increased perception of the versatile uses of Hellmann’s by +5% and increased dollar share by nearly a full percentage point in a $2 billion industry.