Hasta La Creative!

PLUS is the nr.4 Dutch supermarket chain with good food at the heart of its business. Their brand mission is about providing good food, for everyone, every day – and this, of course, includes helping parents to get their kids eating healthy food on a daily basis. Not always an easy task, because in general, kids hate vegetables.

Enter J. Walter Thompson Amsterdam and their whole new product: SuperSauce. An undercover sauce that’s actually made out of vegetables. Not branded as such, mind you, because these fun sauces stay undercover so that the kids will eat more veg, drenched in extra veg. Sounds too good to be true, but if you think about it, all of these sauces must taste sweet, without the added sugars that ketchup has, and kids have sweet tooths. Made with pure beetroot, carrot and parsnip. I love the design on the packaging, it’s just the kind of look that will attract a kid, and so will the happy colours.

The name is great too: “Super sauce”, alluding to superheroes, but not revealing they’re just plain old mild mannered carrot hiding behind that super hero suit.

Bas Korsten, Creative Partner, J. Walter Thompson Amsterdam:

“We love moving advertising into new directions and creating real solutions to real problems – both big and small. As food is also central to our agency culture inside the office, it’s great to take one of our secret weapons – innovative thinking around food – out of the office and onto families’ tables.”