The value of eating healthier is widely recognized worldwide. Our dietary choices profoundly impact our health and surroundings. Despite their importance in a nutritious diet, vegetables often face bias. They're perceived as bland, uninspiring, and tasteless—a stereotype perpetuated by pop culture. TV shows, cartoons, movies, and games often depict vegetables negatively, shaping our eating habits. Knorr is on a mission to make the good stuff irresistible. That's why we need to tap into pop culture to give good food a fighting chance. Our main objectives were to raise brand awareness, make people engage them with the campaign and start a movement to change how veggies are portrayed in videogames.

Knorr supercharges veggies in the real world, and we strives to do it in the virtual world too. Our idea was to make veggies as rewarding as other food in videogames and make them the ultimate power-up for gamers. The coolest thing about video games is that they allow you to change the game. You're not just stuck with how you play a game; you can even tweak its rules, often via Mods, short for modifications. Mods let you dream up new scenarios, characters, and items, giving them fresh meaning and value and then share it. Via mods we can chance the outdated way game publishers portray the value of healthy food.

Knorr is still an unknown brand for people under 35 y.o. If they know anything about the brand they may think it’s a brand for their mothers or grandmothers, but not for them.

We discovered that in many popular games, vegetables provide fewer health points compared to other types of food. Encountering a carrot or a broccoli when you need energy can be disappointing, as it offers little help. Given the immense popularity of gaming—with 40% of the global population regularly playing games—this disparity influences how people perceive and interact with healthy food. In video games, vegetables are less rewarding both functionally and emotionally; they provide less energy and are perceived as less appealing compared to other food choices. Our strategy was to raise this issue and partner with gamers to show how Knorr can level up veggies in the gaming world.

Introducing Knorr ModTheVeg. We've teamed up with the gaming community to create mods for top-tier games, leveling up veggies to be more exciting and powerful. From beetroot armor to leek cars, we've created a new gaming universe. To launch our initiative, we partnered with the world's most popular game streamer. On March 11th, Ninja hosted a global stream on Twitch to raise the issue meanwhile playing a Veggie Parkour on Fortnite. We’ve timed this leveraging the momentum of a new Fortnite world launch. Two weeks later, Ninja and other local streamers in six different countries were invited to play new Mods in GTA, Minecraft and Skyrim featuring supercharged veggies. Simultaneously, we globally launched a hero film. Every initiative invited people to play the mods and sign the petition to transform how veggies are portrayed in gaming in a landing page created for the campaign.

We got gamers' attention globally and engaged them to change veggies for good in the gaming world. More than that we got them to stay entertained with Knorr brand content for longer than we ever could with any kind of traditional advertising.

+19M completed views of the hero film and live stream cut downs

+850 press articles worldwide

+9% unaided brand awareness

+22% brand association with gaming.

+26.000 hours of content watched in just 2 days.

+20k people engaged with the petition.

+10k people played the Fortnite mods for 19 min on average.