Another trophy for the cabinet: #ModTheVeg takes home SAN Accent
The awards season keeps delivering! Last night, Knorr's #ModTheVeg campaign took home a SAN Accent in the Fast Moving category at the annual SAN Awards, a celebration of the most effective and creative brand work in the Netherlands.
This win adds to a growing list of recognition: a Silver Lamp at the ADCN Awards, a Silver Eurobest, three Clio nominations, and nods from the Marketing Society and Content Marketing Awards. We're proud to see how #ModTheVeg continues to connect with audiences and juries alike, making vegetables matter in the culture.
The Campaign That Flipped Food Logic
In collaboration with Knorr, we launched #ModTheVeg, a global campaign that flipped food logic in gaming. Vegetables, usually underpowered in games, were modded back into the spotlight.
Across Minecraft, Fortnite, and even GTA, we added new veggie-powered features, from Knorr stock cubes and in-game parkour challenges to a literal vegetable-shaped car. Together with MullenLowe U.S., MullenLowe Global, Mindshare Netherlands, Weber Shandwick, Nicky Naerscholten, Niek de Rooij, Lisa Winter, and Amanpreet Singh, we turned healthy food into a gaming win.
The result? A worldwide conversation about veggie equality, 54M+ hero film views, and a 22% boost in Knorr's gaming association.
A Winning Streak Worth Celebrating
The SAN Accent joins an impressive collection of recent honors:
ADCN Dutch Creativity Awards: Silver Lamp
Knorr's #ModTheVeg campaign won a prestigious Silver Lamp in the category Advertising & Entertainment — the highest honor awarded — at the most important Dutch award show for creativity in advertising.
Esprix Awards: Double Bronze
Two Bronze awards for campaigns rooted in the power of community. #ModTheVeg took bronze in the Fast Moving Category, while our "Give a Nod to the Mod" campaign for Politie Nederland won in the B2B & Employee Experience Category.
Additional Recognition
Silver at Eurobest
Three Clio nominations
Marketing Society and Content Marketing Awards recognition
Special Recognition
🏆 Special shout-outs to Keyhé Delsink, Nils Bakker, Tessa Tamin, Sandor van den Berg, Carlos Andres Rodriguez, and their brilliant teams who made this campaign such a success.
What's Next?
#ModTheVeg has been shortlisted for the upcoming Effie Awards as well, so we're looking forward to the rest of awards season.
These wins reflect our core belief: when brands play boldly and listen deeply, culture rewards them. It's rare for a food brand to lead the charge in gaming culture. Even rarer to shift norms while entertaining millions. This campaign proved it's possible, and then some.
Huge thanks to Unilever, MullenLowe U.S., MullenLowe Global, Mindshare Netherlands, Weber Shandwick, Nicky Naerscholten, Niek de Rooij, Lisa Winter, and Amanpreet Singh for making #ModTheVeg such a success.
Read more about #ModtheVeg here. Ready to start a new game with your brand? Press play and let's connect.
