Tweet
Hellmann’s has introduced its first independent island in Fortnite as part of a bold new campaign, spearheaded by Ogilvy UK, Ogilvy Germany, and Artificial Rome, aimed at engaging Gen Z gamers globally.
The island, named Loot Irresistível (Brazilian Portuguese for “Irresistible Loot”), transforms the classic Battle Royale experience into a fun and interactive “eat ‘em up” challenge. Players compete in a colosseum-style arena crafted from food, including French fries, carrots, bread, and pasta. The objective is to collect Hellmann’s mayonnaise and apply it to food scattered around the arena, eating it to score points. As players consume food, it disappears from the arena, altering the environment and making it harder for others to navigate. The player who collects the most food wins the game.
The innovative experience was built using Unreal Editor for Fortnite, a tool that has enabled the rise of user-generated content, turning Fortnite into a platform for building engaged gaming communities. Artificial Rome, Ogilvy’s production partner, played a key role in bringing this creative concept to life, handling everything from ideation to game mechanics, art direction, and vision for Loot Irresistível. By combining Fortnite’s top features with Hellmann’s goal of creating an enjoyable and appetizing experience, the agencies delivered an unforgettable in-game activation.
Although the campaign is led by Hellmann’s Brazil, the island is accessible to players worldwide. It also follows the announcement of Hellmann’s partnership with the prominent esports organization FURIA, cementing the brand’s growing presence in the gaming community. The campaign includes paid social activity and an influencer push, targeting dedicated gamers, with popular streamers Sofia Espanha, Xarola, and Noooobzim, who have a combined 700k followers on Twitch, helping spread the word. The launch features exciting prizes for the first ten winners, including a trip to FURIA’s headquarters and an opportunity to watch the women’s CS team compete at a live gaming event.
João Ricardo Di Creddo Brum, senior marketing manager at Unilever, commented, “Hellmann’s is always looking for innovative ways to connect with consumers. Gaming is a powerful channel, and after the success of our 'No Space for Food Waste' campaign in the UK, we’re taking things further with our own branded Fortnite island, highlighting how Hellmann’s can make any dish more delicious, preventing food waste in the process.”
Matt Longstaff, international executive creative director at Ogilvy Germany, said, “Food has often played a key role in gaming, offering health boosts or special powers. But in recent years, food has been relegated to mere background decoration. With Loot Irresistível, Hellmann’s is bringing food back into the spotlight as a central element of the gaming experience. It’s proof that a heritage brand can do something unexpected and genuinely engaging in a new medium.”
Patrik de Jong, founder of Artificial Rome, added, “Collaborating with Hellmann’s allowed us to explore fresh, interactive ways of connecting with audiences. The concept was bold and exciting—more than just about the product, it was about creating a memorable, engaging experience for users. We were thrilled to use our technology to bring this idea to life and connect with people in a whole new way.”
Kadine James, global director of innovation at Artificial Rome, noted, “What attracted us to this collaboration was the opportunity to push the boundaries of digital engagement. We strive to create exciting, playable, and impactful experiences, and this project with Hellmann’s gave us the perfect platform to do just that.”
It’s important to note that this independently created Fortnite island is not sponsored, endorsed, or administered by Epic Games, Inc.
At the end of this exciting Fortnite adventure, players looking to enhance their in-game experience can turn to the Z2U website for various gaming needs. Whether you're searching for Buy FN Accounts to elevate your Fortnite journey or exploring tools like the FN Account Generator for more customization, Z2U offers a reliable platform for all your gaming requirements. With a wide selection of accounts and resources, Z2U.COM ensures that gamers have access to the best tools to enhance their play, providing a seamless experience in Fortnite and beyond.
The island, named Loot Irresistível (Brazilian Portuguese for “Irresistible Loot”), transforms the classic Battle Royale experience into a fun and interactive “eat ‘em up” challenge. Players compete in a colosseum-style arena crafted from food, including French fries, carrots, bread, and pasta. The objective is to collect Hellmann’s mayonnaise and apply it to food scattered around the arena, eating it to score points. As players consume food, it disappears from the arena, altering the environment and making it harder for others to navigate. The player who collects the most food wins the game.
The innovative experience was built using Unreal Editor for Fortnite, a tool that has enabled the rise of user-generated content, turning Fortnite into a platform for building engaged gaming communities. Artificial Rome, Ogilvy’s production partner, played a key role in bringing this creative concept to life, handling everything from ideation to game mechanics, art direction, and vision for Loot Irresistível. By combining Fortnite’s top features with Hellmann’s goal of creating an enjoyable and appetizing experience, the agencies delivered an unforgettable in-game activation.
Although the campaign is led by Hellmann’s Brazil, the island is accessible to players worldwide. It also follows the announcement of Hellmann’s partnership with the prominent esports organization FURIA, cementing the brand’s growing presence in the gaming community. The campaign includes paid social activity and an influencer push, targeting dedicated gamers, with popular streamers Sofia Espanha, Xarola, and Noooobzim, who have a combined 700k followers on Twitch, helping spread the word. The launch features exciting prizes for the first ten winners, including a trip to FURIA’s headquarters and an opportunity to watch the women’s CS team compete at a live gaming event.
João Ricardo Di Creddo Brum, senior marketing manager at Unilever, commented, “Hellmann’s is always looking for innovative ways to connect with consumers. Gaming is a powerful channel, and after the success of our 'No Space for Food Waste' campaign in the UK, we’re taking things further with our own branded Fortnite island, highlighting how Hellmann’s can make any dish more delicious, preventing food waste in the process.”
Matt Longstaff, international executive creative director at Ogilvy Germany, said, “Food has often played a key role in gaming, offering health boosts or special powers. But in recent years, food has been relegated to mere background decoration. With Loot Irresistível, Hellmann’s is bringing food back into the spotlight as a central element of the gaming experience. It’s proof that a heritage brand can do something unexpected and genuinely engaging in a new medium.”
Patrik de Jong, founder of Artificial Rome, added, “Collaborating with Hellmann’s allowed us to explore fresh, interactive ways of connecting with audiences. The concept was bold and exciting—more than just about the product, it was about creating a memorable, engaging experience for users. We were thrilled to use our technology to bring this idea to life and connect with people in a whole new way.”
Kadine James, global director of innovation at Artificial Rome, noted, “What attracted us to this collaboration was the opportunity to push the boundaries of digital engagement. We strive to create exciting, playable, and impactful experiences, and this project with Hellmann’s gave us the perfect platform to do just that.”
It’s important to note that this independently created Fortnite island is not sponsored, endorsed, or administered by Epic Games, Inc.
At the end of this exciting Fortnite adventure, players looking to enhance their in-game experience can turn to the Z2U website for various gaming needs. Whether you're searching for Buy FN Accounts to elevate your Fortnite journey or exploring tools like the FN Account Generator for more customization, Z2U offers a reliable platform for all your gaming requirements. With a wide selection of accounts and resources, Z2U.COM ensures that gamers have access to the best tools to enhance their play, providing a seamless experience in Fortnite and beyond.