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Mayo Island Hellmann's

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Hellmann's is committed to combating food waste. To reach a new audience with this message, the brand took to one of the most popular immersive video games—Animal Crossing. In the latest edition of the game, many players stock up on turnips to sell, but inevitably have many that spoil and become waste. But Hellmann's created a place in the game called Mayo Island, where users can bring their spoiled turnips to create a real-world impact. For each turnip a user brings to Mayo Island, Hellmann's will donate a meal to those in need. The island was brought back during the Halloween season, paired with oh-so-scary food waste costumes, to raise awareness and provide even more meals.


  • Relationship Design


  • Toronto
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