Global food brand Knorr has partnered with creative agency MullenLowe to call on the gaming industry for greater vegetable representation within its content.
‘Levelling the playing field’ is the result of a collaboration between an integrated agency team led by MullenLowe with insights and mods developed by The Invaders,
Complemented by influencer partnerships with Ninja and other global streamers led by ITB, the campaign’s PR is being handled by Weber Shandwick and media by Mindshare.
The campaign’s key creative points out one vital flaw across popular video games; namely that vegetables are seriously undervalued – usually providing much less energy and restorative qualities to gamers’ avatars as opposed to their meat-based counterparts.
This particularly evident across games such as Fortnite, where meat give players 15 health points whereas as cabbage only provides ten, and Skyrim, where boar meat gives 12 health points and leek only one.
As a result of these findings, food giant Knorr has launched a petition for gamers to show their support for giving vegetables the representation they deserve in the gaming world.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“In helping Knorr make good food irresistible, we found that “veggies” are often underrated versus other types of food. When we saw that this reality was also true in video games, we knew we had to do something about it,” MullenLowe ECD, Carlos Rodriguez said.
“Modding video games was a cool and funny way to start solving the issue, call out the big game publishers for change, and connect with a younger audience.
Through this campaign, Knorr will hope to catch the attention of publishers and encourage them to re-evaluate the value that they place on vegetables within their games.
Knorr global masterbrand director, Niek de Rooij added: “We’re thrilled to team up with Ninja in highlighting this imbalance for veg in top games worldwide.
“We had no idea this was so widespread and bet that gaming publishers haven’t noticed either! This campaign is about getting veg super-charged as much in the virtual world as they are in the real world.”
