Gaming & delicious nutritious food

Marketing Monday ---- Gaming & delicious nutritious food
In a MarketingTribune article, Knorr's initiative to 'supercharge' vegetables in games was highlighted, the article also confirmed that delicious and nutritious goes hand-in-hand.

I like this initiative because:

• Knorr connects delicious to nutritious food, just as I advocated in my blog last week about 'delicious nutritious food'
• Knorr identified that the often progressive gaming culture still adheres to 'old-fashioned' food standards, such as the idea that meat provides more benefits than healthier alternatives (i.e. vegetables)
• Based on this insight, Knorr allocated budget and awareness to 'supercharging' vegetables in games by integrating them into the gaming industry's agenda
• Any initiative that brings budget and awareness to delicious nutritious food is welcome, especially considering the imbalance in marketing budgets between unhealthy vs healthy food

However, one statement in the article caught my attention: Knorr claims to make vegetables more fun.
But how strongly is Knorr actually associated with vegetables?

When we think of brands like Bonduelle or HAK, the vegetable connection is clear.
But Knorr? Is Knorr not more of an imitation brand – known for its pre-packaged sauces, meal kits, and instant soups that offer a quick, affordable approximation of vegetable-based meals?

Sure, a brand can steer its positioning toward a desired reputation. However, while increasing attention and focus on vegetables is commendable, Knorr's product range remains centered around 'quick, easy & tasty', as they describe on their website.

As long as the portfolio stays largely the same, is it opportune—or even credible—to adjust the proposition?

Does #ModTheVeg mark the beginning of a broader shift within Knorr, or is it simply a campaign moment detached from the core product range?

If Knorr genuinely wants to strengthen its connection to vegetables, how will this be supported beyond gaming?

Will the Veggie wrap (with 35% veggie) and zero-salt bouillon indicate that Knorr is making efforts to diversify its offerings to include more vegetable-centric products?

Or will the core of Knorr's portfolio remains quick, easy & tasty and is it not redefining their current portfolio?

I'm not familiair with their consumer research data, so I'm not sure what the brand image of Knorr really is based on such data.

From the side line however I'd say, be conscious about the alignment between what you want to be (reputation) and how they perceive you (image).

Please share your thoughts on this?

Is it indeed a potential gap between campaign and portfolio?

And do you see chances for Knorr to include more veggie centred concept opps?

'Quick, easy & tasty'
https://www.knorr.com/nl/knorr-producten.html

#ModTheVeg
https://www.knorr.com/nl/modtheveg.html

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