Vegetables are being discriminated against. What? Vegetables? Yep. In gaming anyway. Vegetables in gaming are less rewarding, i.e. get you less points or energy boosts, than other food items such as meat and fast food. So we created ModTheVeg.

A campaign from Knorr to transform the negative perception of vegetables in video games and engage younger audiences by encouraging ‘modders’ (people who legally hack software and modify characters) to create vegetables with superpowers.

The campaign kicked off with a global Twitch stream by top streamer Ninja, playing a veggie-themed parkour on Fortnite, followed by local streamers showcasing new mods in GTA, Minecraft, and Skyrim.

The Big Idea

Supercharge vegetables in gaming just as Knorr supercharges vegetables in real life.

The Cultural impact

19 million views of the hero Ninja film and live streams, over 850 press articles, a 9% increase in unaided brand awareness, a 22% increase in brand association with gaming, 26,000 hours of content watched in two days, 20,000 petition signatories, and 10,000 players engaging with the Fortnite mods for an average of 19 minutes.