Hellmann’s – Hellmann’s VS. Virtual Food Waste

Did you know Animal Crossing has a food waste problem? Hellmann's Canada used this virtual problem to raise awareness of real-world food waste. For each spoiled turnip players dropped off on #HellmannsIsland, Hellmann's donated a real meal to Second Harvest to feed people in need. We reached our goal of 25,000 virtual turnips/real meals. Hellmann's believes food is too good to be wasted. Even virtual food.

Services

  • Digital Advertising

  • Social Content

  • Experiential Design

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Coverage

So far, this campaign has featured on the front page of Reddit, AdAge and AdAge Top 5, Nintendo Life, Nintendo Dispatch, Campaign Live USA, Asia and UK, AdForum Top 5 of the Week, HypeBeast, PR Week, Business Insider, Mobile Syrup, Yahoo! Finance, The Canadian, Shack News, Strategy, Dual Shockers, Trendhunter, TecRobust, a Best on Best Ads on TV, and many other sites. It's also been retweeted thousands of times.

"An amazing way to utilize the popularity of Animal Crossing and also a great way to highlight the very real problem of food waste." – Goomba Stomp

"The least we can say is that Hellmann's concept is brilliant!" – Comiga

"The good kind of corporate tie-in." – Go Nintendo

"MayoYES to this Animal Crossing island." – Brockstar Gaming

Visitors also started sharing island tours on YouTube and Twitch, including Chase Crossing, AbdallahSmash026 here and here, Shokupan, Atelier Rosette Streaming, Crystal Dreams, Steelo and Kri, and others.

Youtuber Chase Crossing’s island tour

Credits

Client: Unilever / VP Marketing Christian Bauer-Plank / Foods Marketing Director: Gina Kiroff / Sr Brand Manager: Kristen Denega / Brand Manager: Amanda Gandolpho / Channel and Customer Brand Manager: Ben Graham / Agency: Ogilvy Canada, Toronto / Chief Creative Officer: Brian Murray / Copywriter: Ian Dunlop / Art Director: Philippe O'Rourke / Island Designer: Kim Sison / Designer: Clayton Whelan / Chief Strategy Officer: Tom Kenny / Sr Strategist: Tanvi Swar / Senior Partner, Group Account Director: Aviva Groll / Account Director: Beth Blatch / Account Executive: Kemal Sehoglu / Account Coordinator: Rebecca Tummers / Video Post Production: Eric Thompson / Ogilvy UK Worldwide MD: Stephane Orhan / PR: Edelman Canada