Case Study Summary
Knorr’s #ModTheVeg campaign is a standout example of purpose-driven innovation in gaming. Facing a disconnect with younger audiences who viewed vegetables—and the Knorr brand—as outdated, Knorr identified a unique cultural insight: in popular video games, vegetables are often portrayed as weak or worthless. This digital bias mirrored real-life attitudes, especially among Gen Z.
To flip the script, Knorr created custom “Veggie Mods” that turned vegetables into powerful in-game assets—like broccoli that boosts health or leek-powered vehicles—making them desirable within gaming worlds. The campaign launched with a Twitch takeover featuring Ninja and engaged influencers to spread the movement, culminating in a global petition for better vegetable representation in games.
Key Insights
What’s considered “cool” in gaming can influence real-world perception.
By letting players reprogram their own veggie value, Knorr didn’t just advertise—it changed behavior.
The result: double-digit increases in brand awareness, deep engagement, and a new generation viewing veggies “values” as something to aspire to.
What the Awards Jury Says
The Knorr #ModTheVeg campaign is an innovative case study because it turned a deep-rooted cultural bias—against vegetables—into a unique opportunity by hacking the gaming world. Traditionally, vegetables were depicted as weak or irrelevant in games, subtly reinforcing real-life disinterest among younger audiences. Knorr flipped that narrative by working with the gaming community to create mods that gave vegetables superpowers, turning them into fun, high-value game elements.
This made gaming purposeful by aligning digital empowerment with real-world behavior change. Instead of lecturing Gen Z about nutrition, Knorr embedded its message into their cultural playground—video games—allowing players to control and elevate veggie value themselves. It’s a masterclass in using interactive storytelling and user empowerment to shift perception and behavior, making vegetables (and Knorr) cool, fun, and culturally relevant.
Winning Details
GOLD in the 16th Annual Internationalist Awards for Innovative Digital Marketing Solutions, announced November 2014.
