#ModTheVeg

Historically, veggies have been the underdogs in video games—getting fewer points, weaker roles, and little love. This has fueled their negative perception.

Enter Knorr’s “Mod The Veg,” a campaign that flipped the script. By creating custom Veggie Mods, Knorr transformed vegetables into epic in-game power-ups, turning them into exciting, must-have elements for gamers. Think beetroot armor in Minecraft, leek race cars in GTA, and carrot boosts in a Fortnite parkour. The initiative launched with a global Twitch stream by Ninja, the world’s most-followed streamer, as he tackled a Veggie Parkour in Fortnite during a new map launch. Two weeks later, streamers in six countries brought supercharged veggies to GTA, Minecraft, and Skyrim. By blending creativity and tech, these mods naturally resonated with Gen Z, fostering a fresh connection between gaming and healthy eating. The campaign also invited gamers to sign a petition for fairer veggie representation, amassing over 21,000 signatures—doubling expectations. Results were off the charts: Knorr’s brand awareness shot up by 9%, gaming association jumped 22%, and in just two days, the mods hit 19 million views with over 26,000 hours of content. Gamers spent an average of 19 minutes playing—280% above target. Knorr proved veggies aren’t boring—they’re game-changing.