Unilever-owned Hellmann’s mayonnaise has unveiled an independent Island in online multiplayer game Fortnite, as part of its latest campaign.
The execution, led by creative agency Ogilvy UK, along with Ogilvy Germany and Artificial Rome, is intended to increase the brand’s engagement with Gen Z consumers.
On the island, called ‘Loot Irresistível,’ players compete in matches in a colosseum-style arena made of food. To compete the players, collect Hellmann’s mayonnaise and then eat it to score points. Whoever eats the most wins.
Ogilvy Germany international executive creative director Matt Longstaff said: “Food used to be a core part of gaming – giving you health or special abilities – but think of how many games you’ve played recently where food has just been part of the set dressing. Hellmann’s ambition is to make food a main character again. Loot Irresistível proves that a heritage brand can still do the unexpected in new mediums, offering an authentic way to engage a new audience that aligns with Hellmann’s’ vision.”
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The game was created using Unreal Editor for Fortnite and will be accessible to players around the world.
The rollout of the game is accompanied by a social campaign and a competition that enables the first ten players to win prizes such as a trip to the headquarters of Brazilian esports organisation Furia.
Unilever senior marketing manager João Ricardo Di Creddo Brum said: “Hellmann’s is always pushing boundaries to connect with people in surprising and engaging ways. Gaming is a powerful territory that we’ve been eager to explore.
“After the success of our No Space for Food Waste campaign released early this year in the UK, we’re now taking it a step further, by launching our own branded Island in Fortnite, with a fun challenge that shows how Hellmann’s can make anything delicious, so nothing is left to waste.”
The project was created independently and is not sponsored, endorsed, or administered by Fortnite developer Epic Games.
