Through the use of a Twitch campaign, digital food waste is converted into actual meals.
Hellmann's, which Unilever owns, worked along with three influential Twitch creators to collect one thousand kg of virtual food in order to combat the issue of food waste throughout the video game industry. This effort not only brought attention to the problem of food waste in gaming environments, which is frequently ignored, but it also impacted the real world. As part of the campaign, 50,000 meals were donated to FareShare UK, a charity that is committed to combating food poverty. When it took place in February 2024, the 'collect-a-thon' event lasted for three days.
Consumer tribes that may relate to this case study:
Slowfoodies
Consumer Tribe: Slowfoodies
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Scuccies
Consumer Tribe: Scuccies
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Conscious Fempreneurs
Consumer Tribe: Conscious Fempreneurs
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