Hellmann’s is talking to young gamers about food waste in Animal Crossing. Brands are getting creative in how they market inside video games like Animal Crossing, and Hellmann’s Canada is the latest to get in on it. To teach young consumers about food waste, they created a virtual island to convert “digital food waste” into charitable donations for real people in need. On the island, players can drop off “spoiled” digital turnips and for each one donated, Hellmann’s plans on donating one actual meal to Second Harvest. Their target is to reach 25,000 meals and users can visit the island by first sending a DM to @HellmannsCanada on Twitter. (Mobile Marketer, Hypebeast)
