KNORR – MOD THE VEG

Everyone knows vegetables are good for you. Except in video games, where they suck. Compared with junk food and other unhealthy stuff, they’re massively under-powered and we had the data to prove it. To counter this, we tapped into the madcap energy of ‘modding’ culture to boost vegetables in the gaming world, just like Knorr does IRL. Awards: Eurobest – Silver; The Drum Awards – Bronze; ADCN – Silver; D&AD – Shortlist

We worked with real modders to develop new powered-up vegetables for the world’s biggest games, including Fortnite, Minecraft, GTA V and Skyrim.

We launched with an online and social film, taking audiences on a wild ride through an alternate gaming world where vegetables rule. (And because we like to play on Hard Mode, even managed to get a gun approved in a Unilever ad.)

Ninja, the world’s biggest streamer, played our mods live on stream. Then we took Mod the Veg global, with streamers in Germany, the Netherlands, Mexico, Canada, the Philippines and South Africa. In total 262,000 people tuned in.

More than 20,000 gamers signed Knorr's petition calling on studios like Epic Games, Activision Blizzard and Mojang Studios to power up the virtual vegetables in their games. By the end of the campaign, Mod the Veg had generated 850 pieces of coverage and 151M impressions for Knorr.