KNORR – MOD THE VEG

It all started from a simple insight: vegetables suck in video games. Compared with junk food, meat and other unhealthy stuff, virtual veggies are ridiculously under-powered and we had the data to prove it. To counter this, we tapped into the madcap energy of ‘modding’ culture, supercharging vegetables in video games, just like Knorr does IRL. Awards: The Drum Awards – Bronze; ADCN – Silver; Clios – x3 Shortlisted

CHANGING THE GAME FOR VEGETABLES. (LITERALLY.)

Working with real modders, we got creative with some of the world's biggest titles, making vegetables the coolest, most powerful items in the games.

We dropped a lightning-fast leek hot rod into GTA. Built a veggie speed challenge for Fortnite. Added a suit of armour made from radishes to Minecraft. And had axe-wielding veggie-headed allies join the quest in Skyrim.

We launched with an online film, taking audiences on a wild ride through an alternate gaming universe where vegetables already rule. (And because we like to play on Hard Mode, we even managed to sneak a gun into a Unilever ad.)

KNORR'S MOD SQUAD TAKES OVER TWITCH

Ninja, the world’s biggest streamer, played our mods live on stream, getting his huge fanbase on board with our mission. 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 to our campaign streams.

POWERING UP VEGETABLES. MISSION COMPLETE.

More than 20,000 gamers signed Knorr's petition calling on major studios like Epic Games, Activision Blizzard and Mojang Studios to boost 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. Veggies FTW.