Most people still think mayonnaise is only good for sandwiches. And even though Hellmann’s has been successfully teaching new uses to consumers, one challenge still remained: the point of sale. They needed to take advantage of the moment when customers have all the ingredients at hand.

The software was installed in around 100 cash registers, at all major supermarkets of the St Marchê chain, for over three months. In the first month alone, the sales increased 44% and thousands of recipes were printed, teaching people how to use Hellmann's to prepare salads, meats, sauces, pastas, and even sandwiches.

If the consumer buys Hellmann’s at the supermarket, the software in the cash register detects it and starts matching it with other purchased products, printing a personalized recipe on the receipt itself.

Hellmann’s is talking to its target at the perfect moment, when they are buying the product, teaching them how to prepare different recipes beside the ones they are used to prepare.