Hellmann's Mayonnaise has teamed up with agency Ogilvy Brazil in a new campaign which hopes to get customers using mayonnaise for more than just their sandwiches.

Joining forces with local supermarket chain St Marche, special software was installed into around 100 cash registers which registered what items each shopper was buying. If the software recognized Hellmann's was in the cart, it would print a unique, custom recipe on the receipt incorporating Hellman's with some of the other ingredients also purchased at the same time. For example, a purchase of fish, parsley and mayonnaise would result in a recipe for fried fish with a white sauce.

In the first month alone, sales increased by 44% with 1000s recipes printed. Its a great campaign as it it provides a personal touch to each customer and employs an engaging methods to encourage them to incorporate the product into new recipes.

Check out the video above for more information.