Hellmann's vs. Virtual Food Waste

Objective

Hellmann's Canada aimed to raise awareness about food waste among young audiences in 2020 by leveraging a game they loved—Animal Crossing: New Horizons—which featured spoiled turnips as an in-game mechanic. The brand partnered with Ogilvy to turn this relatable experience into an education tool, linking virtual food waste to real-world charitable impact. The campaign sought to generate donations to Second Harvest, a food rescue organization serving vulnerable communities across Canada.

Solution

Ogilvy Canada created Hellmann's Island, the first branded 5-star Animal Crossing island. From August 17–22, 2020, players visited the island and deposited their spoiled turnips (in-game items that rot if not sold within a week). Each virtual turnip was converted into a real meal donation to Second Harvest. The island provided an immersive, branded experience that made the abstract concept of food waste tangible and gave players direct agency in generating charitable impact. The core message was: "Hellmann's believes food is too good to be wasted. Even virtual food."

Results

Not published.