# Spooky Virtual Islands Hellmann's Halloween Island Brings Attention to Food Waste By Laura McQuarrie | Published 2020-10-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/halloween-island References: [newswire](https://www.newswire.ca/news-releases/hellmann-s-r-animal-crossing-island-returns-to-educate-consumers-on-the-horrors-of-food-waste-this-halloween-840383470.html) & [Hellmanns.wyng](http://Hellmanns.wyng.com/animalcrossing) In the summer, Hellmann's Canada created its very own island within [Nintendo's](https://www.trendhunter.com/trends/nanak-foods) Animal Crossing: New Horizons and now the virtual destination is getting a spooky makeover as a Halloween island. To drive home the scary realities of food waste, Hellmann's is inviting players to visit the [Halloween-themed island](https://www.trendhunter.com/trends/find-the-seasouls) to discover [scary food waste costumes](https://www.trendhunter.com/trends/aldi-and-elladoesfx), food waste tips and other experiences. Within the game, players have the chance to turn their spoiled turnips into real food for people in need through Second Harvest, Canada's largest food rescue organization. In exchange for each turnip, Hellmann's will be donating a real meal to Second Harvest to help provide 25,000 meals in total to Canadians in need. On the island, there's now a Pumpkin Carving Station, Canola Maze, Pumpkin Patch, Haunted House and Cemetery to discover. Image Credit: Hellmann's Canada ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 62% | Activity: 87% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Virtual Activism:** Creating virtual destinations with a purpose to raise awareness and inspire action provides opportunities to engage with audiences in new and meaningful ways. - **Gamification for Social Good:** Using games to encourage players to participate in social good activities creates opportunities for businesses to support various causes and connect with audiences. - **Food Waste Awareness:** Promoting awareness of food waste in unique and creative ways provides opportunities for businesses to support sustainability, inspire change, and engage consumers. ### Where This Applies - **Gaming:** Integrating social impact initiatives into video games creates opportunities for gaming companies to support social good and reach wider audiences. - **Food and Beverage:** Addressing food waste issues through creative campaigns and partnerships with food rescue organizations provides opportunities for businesses to promote sustainability and build brand reputation. - **Non-profit:** Collaborating with businesses on social impact initiatives provides opportunities for non-profit organizations to increase awareness and support for their cause. ## Related on Trend Hunter - [Halloween Gaming Experiences](https://www.trendhunter.com/trends/haunted-mansion-experience.md) - [Virtual Recycling Campaigns](https://www.trendhunter.com/trends/intel-and-dell.md) - [Scary Ketchup Expiry Campaigns](https://www.trendhunter.com/trends/expired-sauce-hunt.md) - [Leftover Sandwich Campaigns](https://www.trendhunter.com/trends/between-2-slices.md) - [Unusual Food Waste Campaigns](https://www.trendhunter.com/trends/food-waste-campaigns.md) - [Vegetable Power-Up Campaigns](https://www.trendhunter.com/trends/modtheveg.md) - [Haunted Hide-and-Seek Metaverses](https://www.trendhunter.com/trends/kuromis-mischief-mansion.md) - [Animal-Themed Halloween Events](https://www.trendhunter.com/trends/howloween-2022.md) - [AR-Powered Cereal Games](https://www.trendhunter.com/trends/general-mills-1.md)