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 problem, Knorr created #ModTheVeg – a new global campaign using video game mods to supercharge veggies in the virtual world, just like the brand does IRL.
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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.)
Knorr 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.
Watch the full stream here.
Soon #ModTheVeg was all over Twitch, with streamers from Germany, the Netherlands, Mexico, Canada, the Philippines and South Africa joining the action.
Our audience didn’t just love the campaign, they acted on it too. 18,000+ and counting have supported our petition, calling on gaming studios to power up vegetables in their current and future games.
#ModTheVeg is still live, with full results to follow soon.
