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Hellmann's readies Animal Crossing promotion

Unilever Canada is preparing a promotion in collaboration with video game company Nintendo in support of its Hellmann's line of mayonnaise, dressings and spreads. The promotion will take place within Nintendo’s game Animal Crossing: New Horizons. It will add a new island to the game to which players can donate spoiled in-game food. For each spoiled turnip donated to the island, Hellmann's will donate a meal to food reclamation organization Second Harvest.

Players can access the island by sending a direct message to Hellmann's Canada on Twitter in order to receive an unlock code. Participants will be given a 15-minute timeslot to drop off their spoiled turnips. The island also includes a variety of other branded areas, such as a virtual canola farm, an outdoor kitchen and a merchandise shop. The promotion will run from Aug. 17 to 22.

“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,” said 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.”

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