An alternative recipe storytelling through a service that
connects people to real chefs via WhatsApp.
Hellmann's wanted to inspire new uses of mayonnaise as a cooking ingredient.
But even with thousands of ways to learn new recipes, most people don't know what to cook with the ingredients they already have.
A solution that was already in everyone’s hands. A one to one, real time service via WhatsApp* that connected people to real chefs, who were prepared to teach how to cook using exactly what people had at home.*the most used mobile app in Brazil present in 79% of smartphones.
How it Works
People gave their numbers on our website, and real chefs got in touch with them. Then, just by the snap of a picture of their refrigerator, the chefs came up with a delicious new recipe with Hellmann’s and taught the users how to cook using pictures, videos and other WhatsApp native options.
Firstly launched in Brazil, the project was rolled
out to Argentina, Chile, Uruguay and Paraguay.
"Look, thanks a lot, it was great to participate. If this campaign comes back i'll be very happy"
"you have no idea how happy I am, tks to u!! I also loved cooking with u!"
"hellmanns nailed it! I loved it!
I am buying more hellmanns"
"Could Hellmann's be the first brand to nail WhatsApp with some neat service design?"