The limitation of this idea was created and outcome by the idea itself. We created a game in a machine that offered fresh, delicious and healthy food. To match the all the demanding food regulation department in Brazil and to please our consumers taste, we invested in technology and logistics to create a system that made it possible.

Creating this new media was only the first step. We need to put the Food Slot in the right places. We decided to install it in high traffic supermarkets, grocery stores and bars. At supermarket and grocery stores, people could discover new recipes in the right moment they were buying ingredients. At the bars, the intention was to allow our consumers to associate the brand with entertaining moments with their friends.

The Food Slot showed the public 280 new possibilities/day with Hellmann's and distributed more then 350 recipes and samples/day - that's one in every 30 seconds in a regular 10-hour shift - in supermarkets, grocery stores and bars. Thousands of people already used it. The sales increased more then 30% at each POS where the machine was installed. Hellmann's now has a waiting list for new machines in different cities. And the best result: there are still lots of people whose mouths are watering for more.