The Drum Awards Festival - Extended Deadline

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Client: Unilever
Date: Dec 2020
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Hellmann’s UK has launched its very own island in collaboration with Nintendo’s Animal Crossing: New Horizon to inspire people to make the most of leftover food at Christmas and give back to those in need.

Players can explore the new Island and convert their virtual food waste into real nutritious meals for people in need this Christmas. For every spoiled turnip donated on the island, Hellmann’s will make a financial donation to fund the equivalent of two meals distributed by FareShare, the UK's largest charity fighting hunger and food waste.

In support of Hellmann’s mission to save good food from going to waste, food waste advocate and avid user of Animal Crossing Stephen Fry has chosen his own recipe for a vegetarian Nut Roast Toastie to inspire players to make the most of their Christmas leftovers while donating their spoiled turnips on the Island.

Hellmann’s mission is to inspire people around the world to be more resourceful in their kitchens and waste less food - to say 'yes' to taste, and 'no' to waste. Everyone must do their part and in order to safeguard our planet for future generations, we must make wasting food socially unacceptable.