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Hellmann's Combats Food Waste with Animal Crossing's Mayo Island

Agency
Ogilvy
Brand
Hellmann's
Platforms
None
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Hellmann's partnered with Animal Crossing to create Mayo Island, a virtual space where players could donate spoiled turnips to receive meals. The campaign raised awareness about food waste, with each turnip donated equating to a meal donated to those in need. The initiative was amplified during Halloween with spooky costumes, highlighting the brand's commitment to sustainability. The campaign successfully engaged millions, demonstrating how gaming can drive social impact.

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Published around: October 4, 2022 ?
Added to Agency Inside: March 25, 2026

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