Campaign details
Agency: Ogilvy UK & Ogilvy TorontoClient: Hellmann'sCampaign Name: Hellmann's Animal Crossing
Hellmann's wanted to spread goodwill and show its support to fight food waste. It set a target of donating 50,000 meals to people in need during Christmas 2020.
The campaign needed to build an emotional connection and drive support for the food waste initiative with a younger audience.
Strategy
During the pandemic, Nintendo game 'Animal Crossing: New Horizons' catapulted to popularity in the UK. The game's primary players reflected the audience Hellmann's wanted to reach.
Importantly, Animal Crossing also has a food...