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