Hellmann’s #ReciTweet Campaign Offers Recipes To Fix “What’s In The Fridge” Disappointment

We’ve all been there. Standing in front of our refrigerator, staring inside hoping something delicious will magically manifest itself. It’s very frustrating, but there is a solution. No, it’s not the replicator on the Enterprise; it’s ReciTweet from Hellmann’s.


Working with Ogilvy & Mather Brazil, Hellmann’s created ReciTweet, a Twitter hashtag campaign which came to the rescue of starving deer in refrigerator headlights in Brazil or, given the internet’s reach, anyone anywhere in the world.

With ReciTweet, all frustrated refrigerator gawkers need to do is tweet some of the ingredients that have in their refrigerator along with the hashtag #preparapramin (which is Portuguese for “prepare for me”). After doing so, Hellmann’s replies with a recipe which can be made from those ingredients. ReciTweet accesses recipes from Unilever’s Recepedia.com.

It’s rather ingenious considering a person doesn’t have to slog their way through the app store for a recipe app or even conduct a Google search in hopes something amazing will appear. Nope, just a simple tweet with a hashtag.

Was the campaign a success? Ogilvy thinks so. The campaign achieved 22 million impressions in one day with an engagement rate higher than Brazil’s national average and 82,500 interactions.

Sometimes, it’s the simplest of things that delivers the most useful user experience and achieves the best results.

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Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Strategy | Creative Of The Day | Mobile Marketing | Social Media Marketing | Social Media Marketing: Hashtags | Twitter: Marketing


About The Author: is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.


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