Knorr’s #ModTheVeg Campaign: Transforming Gaming Culture and Redefining Brand Power.
Knorr has cooked up a formula that puts vegetables in the digital spotlight. The #ModTheVeg campaign found a unique way to connect with Gen Z gamers.
It reimagined veggies as powerful tools in video games, from radish helmets to broccoli armor. The results were extraordinary.
For years, vegetables have been seen as boring. Meat held the throne for health perks in video games, and vegetables were often overlooked in players’ inventories. Knorr noticed this imbalance.
Younger audiences spend most of their time playing video games, so Knorr decided to meet them where they play.
“Although Knorr is well established, in some markets, we’re still building our presence with younger generations,” says Nicky Neerscholten, Knorr’s Global Head of Digital and Masterbrand.
Gaming was a gateway. It was where younger audiences played, socialized, and engaged with brands authentically.
Research shows that Gen Z spends more time gaming than watching television. Brands can no longer ignore this. Unilever tripled its investment in the gaming sector over the past three years.
The #ModTheVeg campaign proved that entering the gaming space works.
Knorr noticed something peculiar in 2022. In popular video games, vegetables were undervalued. Meat gave players more health points than veggies, sending an unspoken message: vegetables lacked value.
Even in a virtual world, they were seen as lesser. It was a challenge for Knorr, whose mission is to promote nutritious eating.
Knorr partnered with popular streamers and gamers to launch the #ModTheVeg campaign. The idea was simple: give vegetables the value boost they deserved in video games.
The campaign film featured well-known gamers advocating for veggies. It gained traction, and gamers rallied around the cause.
Knorr took it a step further. They petitioned gaming studios like Epic Games and Activision Blizzard. Their message was clear: rethink the way vegetables are represented in games.
Then, the campaign came to life. Players created ‘mods’—custom game updates—to transform their gaming worlds with veggies.
Mods are updates that tweak or enhance games. For #ModTheVeg, the mods turned veggies into key game elements. In one game, it rained destructive giant carrots and broccoli.
Players had to adapt to the chaotic veggie storm. Another mod turned vegetables into armor. Players donned radish helmets, broccoli shoulder pads, and carrot trousers.
The mods were quirky and imaginative. They brought humor to games while making vegetables valuable. Gamers embraced the fun. At the same time, Knorr reinforced a powerful message. Vegetables can be exciting, even in virtual worlds. It aligned with Knorr’s real-world mission: make veggies appealing.
The numbers proved the campaign’s success. The #ModTheVeg campaign reached 1.1 billion people, achieved 95 million impressions, and completed 78 million livestream views.
More than 10,000 players downloaded and used the custom mods. In just 48 hours, gamers logged over 26,000 hours of #ModTheVeg content. The results were massive.
Knorr also boosted its brand perception. Brand association rose by more than 20%, awareness increased by double digits, and Knorr gained over 1,500 press mentions, amplifying the campaign’s reach.
The marketing industry took notice. The campaign earned multiple awards. It won gold in the Grand Prix and Most Original Campaign categories. At the Drum Awards, it received silver in the Youngsters category and bronze for social purposes.
It was also shortlisted at the Eurobest Awards.
These accolades prove its creativity and impact. Many brands need help to connect with digital audiences. Knorr not only succeeded but also made waves in the gaming community.
Beyond video games, the campaign built long-term potential. Knorr forged connections with younger consumers who knew little about the brand. The campaign laid a foundation. Knorr is now rolling out products suited to younger lifestyles.
“The younger generation prepares food differently,” says Nicky.
“They want fast, convenient, and tasty options that deliver nutrition.”
Knorr’s ready-to-heat range—like instant rice and noodles—aligns perfectly with this.
Knorr combined entertainment, relevance, and purpose. The campaign showed that innovation can reshape how a generation sees vegetables. Knorr didn’t just elevate veggies in games.
They made nutritious eating more fun and engaging for a younger audience.
The #ModTheVeg campaign is a blueprint for brands. It shows how to connect with younger audiences authentically. Knorr met gamers where they played. They embraced gaming culture and created something meaningful.
Ultimately, #ModTheVeg wasn’t just about vegetables or video games. It was about building connections that matter. The campaign delivered fun, creativity, and impact.
If a radish helmet can change how a generation views food, the possibilities for brands are endless.
Knorr’s message is clear. Veggies aren’t just good for you. They’re game-changing.