The client requires a Hellmann’s branded publication or service to address food wastage issue through raising awareness and educating people.

The concept of this campaign is to involve commuters and passerbys in the high traffic areas through simple games displayed on interactive signage. It is a food rescue game whereby the player is trying to re-distribute a pile of food to available rescue actions as fast as possible before the time runs out. 

This game is aimed to engage and educate players on viable ways to minimise food wastage and rescue food they don’t use.

The winner of the game is rewarded with Hellmann’s free product and call to action to check out their website that will provide more information about the food waste issue and how people can get involved as food heroes.

When the winner claims the free Hellmann' product, they will be provided with fast-fact card to reinforce the importance of food rescue and the effect of food wastage to global population.