Hellmann’s has unveiled a new creator-led campaign entitled ‘No space for food waste’.

The campaign comes as the brand has discovered unusual gaming player, with virtual food (or consumables) seen as the lowest possible valuable item in any player’s arsenal, across games like Starfied.

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In response, the brand is creating a virtual “collect-athon” with Twitch creators CyborgAngel, itsSUNPI and Cadaea in order to collect intergalactic food.

The partnership aims to bring the gaming community together in order to showcase that learned behavious in the gaming world can be replicated in a positive way in the real world.

In partnership with food waste charity FareShare UK, Hellmann’s will also donate the equivalent of 50,000 meals.

The event is set to run between 15 February and 18 February, with the brand aiming to collect 1,000 kilograms of “intergalactic food”.