Pitch:

Knorr and The Invaders, together with MullenLowe Global, Mindshare and Weber Shandwick, launched a worldwide campaign called #ModTheVeg, putting veggie equality on the radar of gamers. By collaborating with the best gaming creators around the world the gaming for brands-agency developed additional content for famous games that supercharge the role that vegetables play. Not only making them equal to other food options, but also giving players an experience that is fun to play.

From adding 29 new food items to Minecraft, including Knorr stock cubes, and a parkour experience in Fortnite to adding a vegetable shaped car to GTA: for the first time players are rewarded for choosing veggies over meat.

To amplify the campaign The Invaders and Knorr teamed up with Ninja, the biggest streamer in the world, as well as many local Twitch heroes in other countries, generating impact for a worldwide audience.

“Making veggies the ultimate power-up”

Results:

20.000 gamers signed the petition

More than 262K people watched the livestreams

54M full views of the hero film

A 9% increase in brand awareness

Knorr’s gaming association increased by 22%

Campaign content gathered more than 151M Impressions

🥕 Learn more about how Knorr boosted brand power with its #ModtheVeg gaming campaign