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Industry NewsHellmann’s addresses food waste with new Animal Crossing virtual game

Hellmann’s addresses food waste with new Animal Crossing virtual game


Hellmann’s Canada has created an island in Nintendo’s popular game Animal Crossing to help promote reduction in food waste.

The “New Horizons” game gives players an opportunity to convert their virtual food waste in the game into real food for people in need.

“Whether virtual or real, at Hellmann’s we believe food is too precious to waste and we’re thrilled to partner once again with Second Harvest to provide meals to Canadians in need,” says Gina Kiroff, director of foods at Unilever Canada. “When we noticed spoiled turnips is a real tension point for many Animal Crossing players, we wanted to take advantage of the insight to create a fun consumer experience that would have real world impact. We’re hopeful Hellmann’s Island will not only be an incredible virtual experience, but also will inspire players to think differently about real world food waste.” 

Hellmann’s has been on the side of food since 2007 with the introduction of the Real Food Movement. This has included brand initiatives such as “Urban Gardens”, Real Food Grants and, most recently, the Real Food Rescue which looks to address the issue of food waste in Canada. To date, Hellmann’s has donated 102,250 meals through the Real Food Rescue program for Canadians in need. An additional 25,000 meals will be provided in partnership with Second Harvest through Hellmann’s Island, the latest in the brand’s efforts to combat food waste and extend awareness to a new platform to reach a new generation of Canadian gamers. 

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