Hellmann's: Animal Crossing

Hellmann's, a condiment brand, donated 50,000 meals to people in need over Christmas and raised awareness of food waste in the UK.

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...

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