Knorr #ModTheVeg
Gaming Campaign
In video games, vegetables are almost always weaker than meat. They restore less health and give fewer rewards. For Knorr, a brand built on the power of vegetables, that imbalance didn’t make sense. So we launched #ModTheVeg, a global movement that upgraded vegetables inside popular video games. By collaborating with modders, creators and streamers, veggies became powerful in-game items and turned the healthy choice into the most rewarding one.
Client
Unilever
Agency
The Invaders
Modding vegetables into the ultimate gaming power-Up.
Instead of advertising in games, we became part of them. Together with the global modding community we created 14 playable mods across some of the world’s most popular titles, including Minecraft, Fortnite and GTA. Vegetables became powerful in-game items, unlocking new mechanics, rewards and experiences. From veggie parkour levels to supercharged food items, choosing vegetables finally gave players a real gameplay advantage.
From campaign to global movement.
To amplify the idea, we teamed up with Ninja, the world’s biggest Twitch streamer, alongside creators in 10 countries. Livestreams, gameplay content and social videos invited gamers to experience the mods themselves and support the movement. Players could even sign a petition calling on game publishers to give vegetables equal status in future titles. The result: a global conversation about vegetables in gaming culture.
54M
Hero film views.
The campaign film reached millions of gamers worldwide.
151M
Total impressions.
Content across gaming platforms generated massive global reach.
20K+
Petition signatures.
Gamers called on major game studios to power up vegetables.
850
Coverage pieces.
Gaming, marketing and mainstream media amplified the campaign.
Awards & Recognition
National Awards (NL)
• SAN Accent 2025: Winner, Fast Moving• Grand Prix Content Marketing 2024:Originality Award (Most Innovative Campaign)• Grand Prix Content Marketing 2024:Silver, Campaign Category• ADCN Dutch Creativity Awards 2025:Silver Lamp, Advertising & Entertainment• Esprix Awards 2025: Bronze, Fast Moving
International Awards
• Content Marketing Awards:- Gold, Best Content Marketing Campaign- Gold, Most Original Campaign- Silver, Youngsters Category• Campaign Tech Awards 2025:Winner, Best Use of Gaming• Eurobest Awards 2024: Silver, Use of Branded Content for Digital or Social• The Internationalist Awards 2025:Winner, Media Innovation• The Drum Awards: Bronze, Social Purpose
