KNORR – MOD THE VEG

Knorr wants to make good food better for everyone, everywhere. So when we found out that in games like Minecraft and Fortnite, vegetables actually give you less health points than junk food, we had to act. Tapping into the zany spirit of modding culture, we launched Mod The Veg – a global campaign built around video game mods that supercharge vegetables in the virtual world, just like Knorr does IRL. The Drum Awards – Bronze

CASE STUDY

LAUNCH FILM

We launched with a wild ride through an alternate gaming universe where veggies rule. Full of references to classic genres and the surreal humour of modding culture. (And because we like to play on Hard Mode, we even managed to sneak a gun into a Unilever ad.)

THE MODS

We developed real mods for the world’s top games. A Fortnite map where veggies propel you up into the sky. A suit of reinforced radish armour and a new recipes for Minecraft. A crew of veg-head allies to fight side-by-side with you in Skyrim. And a plant-based hot rod tearing up the streets of GTA V.

ON TWITCH

Ninja, the world’s biggest streamer, joined the campaign and brought worldwide attention to our message over two live streams.

Soon #ModTheVeg was everywhere on Twitch, with streamers from Germany, the Netherlands, Mexico, Canada, the Philippines and South Africa joining the action.

RESULTS

So, how did we do? Well, off the back of the campaign Knorr, with the support of more than 20,000 gamers, petitioned Epic Games, Activision Blizzard and Mojang studios to power up the virtual vegetables in their games. The campaign generated 850 pieces of coverage and 151M impressions, with 262,000 tuning in to our live streams.