Vegetables are some of the most nutritious foods you can eat… Unless you happen to be a video game character. Because in games like Minecraft, Fortnite and World of Warcraft, vegetables actually give you less health than other foods. (Say what?)
To fix this, we tapped into ‘modding’ culture, supercharging vegetables in video games, just like Knorr IRL.
Awards: Eurobest – Silver; The Drum Awards – Bronze; ADCN – Silver; D&AD – Shortlist
We launched with this online film. 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)
We developed mods for the world’s biggest games. These included a custom Fortnite map where veggies propel you up, up and up into the sky. A suit of reinforced radish armour and a new menu of HP-boosting recipes for Minecraft. A crew of veggie-headed allies to fight side-by-side with you in Skyrim. And a plant-based hot rod tearing up the streets of GTA V.
Ninja, the world’s biggest streamer, joined our campaign. Over two dedicated streams, he brought worldwide attention to the issue of under-powered veggies in gaming as he played our mods.
Soon #ModTheVeg was all over Twitch, with streamers from Germany, the Netherlands, Mexico, Canada, the Philippines and South Africa joining the action.
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.
