Super Sauce


Most kids hate vegetables. No wonder mums and dads often cheat a little by adding some ketchup or mayonnaise. But this classic trick has an unhealthy downside. That’s why PLUS asked us to come up with a better idea. Enter Super Sauce. The undercover sauce that fools kids into eating more vegetables…with vegetables.

Super Sauce was promoted instore, online and in the PLUS weekly advertising materials (newsletter, brochure etc). There were tastings and we've hired some real super heroes to deliver the sauce at home during dinnertime.

After a successful test period PLUS launched Super Sauce as an official private label pilot product. The positive press coverage contributed to PLUS being announced as Fresh Supermarket of the year in the Netherlands. The idea also got nominated for a Brand Activation Lamp at the ADCN awards.


Agency: J. Walter Thompson Amsterdam

Copywriter: Leon Ragetlie

Art director: Gabriela Nouws

Creative director: Marcel Hartog

Food creative: Robbie Postma

Strategy: Angelique Schreuders

Business director: Budi Gonzales de Chaves

Designer: Ronald Mica

Editor: Tim Arnold

Agency producer: Martijn Pots, Marloes van der Berg, Mariska Fransen

PR: Jessica Hartley

Production: Pink Rabbit

Director: Harro van Schoonhoven

Client: Bas Snetselaar, Lydia van den Brandhof