Creativity

Kids rename veggies to make them more appealing in this supermarket campaign

Belgium's Delhaize and TBWA find a new way to make healthy food more appetizing

By Alexandra Jardine. Published on May 18, 2018

Editor's Pick

Getting kids to like eating vegetables is no easy task -- health experts have been trying to find new solutions for years. Belgian supermarket Delhaize is having a try, with a wonderfully creative campaign from TBWA , and so far it seems to have been a success.

For the "Magic Veggies" campaign, the agency first asked a group of kids to come up with imaginative new names for vegetables. They then chose the best ones--carrots became "orange rockets," cucumbers "troll bats," oyster mushrooms "gnome trumpets" and more.

The new nomenclature appears on everything from packaging to till receipts--and first results are promising. Sales increased by 151% in the first two weeks, with two million of the vegetables sold. The campaign is still running across all of Delhaize's supermarkets, and the aim is to make the change permanent.

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Credits

Date
May 18, 2018
Client:
Delhaize
Agency:
TBWA Brussels
Strategy:
Kristof Janssens
Creative Director:
Frank Marinus
Art Director:
Alex Ameye
Art Director:
Sébastien Verliefde
Art Director:
Gregory Van Buggenhout
Copy:
Julien Riviezzo
Copy:
Bout Holtof
Copy:
Wilfrid Morin
Copy:
Olaf Meuleman
Account Director:
Charlotte Lindemans
Client Services Director:
Geert Potargent
Art Director:
Marc Wauters
Designer:
Estelle Vanduynslaeger
Designer:
Jana Keppens
Studio:
Annick Cohen
Studio:
Marianne Gualtierri
Studio:
Patti Secci
Radio Producer:
Raf Debraekeleer
Radio Producer:
Lore Desmet
Social Video Producer:
Toon Vandenbranden
Social Video Producer:
Laurien Rodesch
Digital Producer:
Jan Bikkembergs
Digital Producer:
Julie de Troostembergh
Digital Strategy:
Michael Liekens
Digital Creation:
Nigel Ooms
Digital Creation:
Jolien Van Heyste
Digital Creation:
Sofie Gilliams
Digital Creation:
Sarah Pierrequin
Digital Design & Production:
Geert Broeders
Digital Design & Production:
Wannes Vermeulen
Digital Design & Production:
Frederik Severijns
Digital Design & Production:
Yannick Van Der Goten
Digital Design & Production:
Jeroen Govaert
Digital Design & Production:
Ruben Temmerman

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