HELLMANN’S VS. VIRTUAL FOOD WASTE

#BestOfTweets 2020 Best Campaign for Connecting to Culture - Twitter Canada

Animal Crossing: New Horizons is the most popular game in the world this year. But did you know it has a big 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 people in need. The campaign went on to be adapted for the UK market and has raised 100,000 real meals. Hellmann's believes food is too good to be wasted. Even virtual food.

Then we spook-ified our island and introduced scary food waste costumes. After all, there’s almost nothing as scary as food waste.

After that we evolved our campaign for the UK by turning Hellmann’s Island into a winter wonderland and creating in-game ugly food waste jumpers. Because there’s nothing uglier than food waste. By this time, we’d donated 100,000 meals to those in need.

Coverage

Within a few days of our campaign’s launch, it had already 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 shared thousands of times on Twitter.

Soon, even social media influencers began sharing their island tours on platforms like YouTube and Twitch. Some of the most notable included Chase Crossing, AbdallahSmash026 here and here, Shokupan, Atelier Rosette Streaming, Crystal Dreams, Steelo and Kri.

Credits

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 /Client: Unilever / VP Marketing Christina Bauer-Plank / Foods Marketing Director: Gina Kiroff / Sr Brand Manager: Kristen Denega / Brand Manager: Amanda Gandolpho / Channel and Customer Brand Manager: Ben Graham / PR: Edelman Canada