Knorr – Mod the Veg

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

Our launch film took audiences on a wild ride through an alternate gaming world where vegetables rule.

We worked with real modders to drop new powered-up vegetables in Fortnite, Minecraft, GTA V and Skyrim.

Ninja, the world’s biggest streamer, played our mods live on Twitch. Then we took it 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 a petition calling on studios like Epic Games, Activision Blizzard and Mojang to power up virtual vegetables in their games. By the end of the campaign, Mod the Veg had generated 850 pieces of coverage and 151M impressions.