In August, Ogilvy Canada created Hellmann’s Island in Animal Crossing: New Horizons, a place where players could drop off their spoiled virtual turnips to help Hellmann’s turn virtual food waste into real meals for those in need. In exchange for the spoiled turnips, Hellmann’s donated to Second Harvest, Canada’s largest food rescue charity, to help provide 25,000 meals in total for vulnerable communities across the country.
Ogilvy’s Hellmann’s vs Virtual Food Waste campaign has evolved and expanded into the UK. The agency has created a Christmas film to highlight the problem of food waste and help Hellmann’s to donate 50,000 real meals to @FareShareUK, with Stephen Fry as the narrator.
While brands and charities spend millions of pounds competing for people’s attention at Christmas, Ogilvy’s campaign is cutting through the Christmas ad clutter with absolutely zero filming costs. The film was edited using only in-game player footage.
