In an innovative approach to address the prevalence of unhealthy food promotion within the gaming community, Knorr has embarked on a campaign to highlight the benefits of vegetable consumption. The brand, a subsidiary of Unilever and recognized for its range of dehydrated soups, bouillon cubes, and condiments, aims to counteract the advertising of fast food and snacks prevalent in popular video games.
The initiative, dubbed '#ModTheVeg', seeks to engage gamers by modifying in-game items to promote vegetables. This strategy involves altering game elements, such as weapon designs and power-ups, to feature vegetables like carrots and broccoli, thereby encouraging a positive message about their consumption. The campaign has led to the creation of 14 mods across various titles, including Fortnite and Grand Theft Auto, supported by an online film and social media activities.
Collaboration was key to the campaign's execution, with MullenLowe leading an integrated agency team, The Invaders developing insights and mods, influencer partnerships managed by ITB, PR by Weber Shandwick, and media strategies by Mindshare. The campaign's global reach extended across 22 markets, necessitating a cohesive effort to ensure its message resonated universally.
Engagement with the gaming community was further amplified through partnerships with major gaming influencers, notably Richard Tyler Blevins, known as Ninja, who has a substantial following on platforms like YouTube and Twitch. The campaign also included a petition urging game publishers to better promote the benefits of vegetable consumption within their titles, which garnered over 21,000 signatures.
Despite some challenges, including the need to revert mods once publishers became aware of the unofficial changes, '#ModTheVeg' has achieved significant visibility. It has accumulated 19 million views of its main promotional film, over 850 press articles, and a notable increase in brand awareness and association with gaming. The initiative underscores Knorr's commitment to promoting healthier dietary choices within the gaming community.
Source: Creative Salon