No Space For Food Waste

Case (WIP)

The Challenge:
At Hellmann’s, we’re all about making taste, not waste. But in the gaming world, we spotted a problem players are learning the wrong habits. In Starfield, one of the year’s biggest games with over 6 million players, the first thing gamers toss when their inventory is full is food. In fact, there’s so much virtual food waste in Starfield that players have started collecting it just for fun.

The Insight:
What if we could teach gamers to value food in their virtual world while also making a real world impact?

The Idea:
A campaign to get Gen Z gamers involved in the fight against food waste, right inside the Starfield universe. Teaming up with popular Starfield streamers, we challenged players to save any leftover food they found while exploring space and stash it on their spaceship.

To make it even more rewarding, we turned it into a charity drive: for every kilo of virtual food collected, Hellmann’s promised to donate real food to a food bank or hospice.

How we made it happen:
We joined forces with three awesome Twitch creators Cyborg Angel, Cadaea, and Sunpi to rally the community. Our initial goal was to gather 1,000 kg of virtual food. But the gaming community blew us away, collecting a staggering 18,000 kg! Hellmann’s matched their efforts by donating 50,000 meals to FareShare UK, a charity dedicated to cutting down food waste and feeding people in need.

The Impact:
With “No Space for Food Waste,” Hellmann’s didn’t just inspire a change in gaming habits; we also made a real difference in the world. Because whether it’s in space or on Earth, every bit of food matters.