Knorr is the second biggest Unilever brand. With more than 20000 different products around the world, the brand is on a mission to make good food irresistible. We needed to translate that message to a younger generation (GenZ and 20/30yo) in a cool and modern way, a huge challenge for a home cooking brand. “Good food” has different meanings around the world. One of them is adding more vegetables to the daily average diet. The world is already having a big conversation about how human diet affects the planet. In that conversation, vegetables play a crucial role. However, there has always been bias against them because they’re often perceived as bland, lame and tasteless. We needed to find a way to boost their perception. We found out that the bias against vegetables is even present in the gaming world. In video games, vegetables are less rewarding than other kinds of food: In Fortnite meat gives you 15HP vs Lettuce giving you 10HP; in Minecraft meat gives you 4HP vs carrot giving you 2 HP; in World of Warcraft a big bear steak restores 552 health vs a bean soup restoring 61 health. This reality is present in at least more than 20 games. Knorr levels up vegetables in the real world, so that’s what we did in the virtual world too. We created #ModTheVeg: a movement to power up veggies in video games. We partnered with gamers and developers and created 14 different mods (mod: short for modification) in some of the top world gaming titles. The mods turned veggies into skins, weapons, armours, vehicles characters and all kinds of different items and rewards that gave players advantage within the games. The movement was kickstarted by NINJA (world’s top Twitch streamer) and promoted by top streamers in 10 different countries. The movement became a petition signed by more than 20K people around the world and sent to some of the biggest game publishers. The bias against vegetables has been present for many generations, and today’s youth is no exception. However, GenZ’s are more open to adopt new behaviours to improve their health and how they interact with the planet. Also, the gaming world is one of the biggest spaces where they interact and are influenced, no matter where they live or which language they speak. Gaming + GenZ’s were the perfect audience and platform to embody our movement to fight against the bias about vegetables. We addressed the disparity in food value within games and showed gamers that veggies are in fact a powerful alternative to other foods.