knorr
"#ModTheveg"

TV SPOT

“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.”

MAIN CREDITS:

Agency: MullenLowe UK
Production Company: Lobo
Director: Guilherme Marcondes