Super Sauce
An ‘undercover’ snack sauce to get kids eating more vegetables… with vegetables.
Cannes Innovation Agency of the Year 2016, J. Walter Thompson Amsterdam, has now turned its hand to product development by co-creating a new food brand for Dutch supermarket chain PLUS: SuperSauce. An undercover vegetable sauce made with pure beetroot, carrot and parsnip, SuperSauce helps parents overcome the daily struggle of making kids eat their vegetables. Agency chef and food creative, Robbie Postma, worked with a dedicated team and the PLUS supermarket to develop a sauce that appeals to children’s tastes - while keeping the healthy ingredients top-secret. Priced at the competitive price of 2€ per bottle, the product will hit the shelves next week and is poised for national distribution across the 250+ PLUS Supermarket stores.
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, everyday - and this of course includes helping parents to get their kids eating healthy food on a daily basis. Not always an easy task. The well-documented problem, that most parents contend with, is that most kids simply don’t like vegetables.
No wonder mums and dads everywhere often cheat a little by adding a drop of ketchup or a dollop of mayonnaise to healthy meals. But this classic trick has an unhealthy downside. Ketchup contains lots of added sugars, in fact on average 25%; and mayonnaise is made of up to 90% oil.
To tackle this problem J. Walter Thompson Amsterdam created a whole new product: SuperSauce. An undercover sauce based on an idea that sounds silly but works like crazy: eat more vegetables with vegetables. The ingredients are disguised as superheroes on the package design. Making the bottles look more attractive to the underage target group and avoid them finding out about the contents. The agency and PLUS are going to tell the truth to kids though…one day.
-CREDITS-
Executive creative director: Bas Korsten, Marcel Hartog
Creatives: Gabriela Nouws, Leon Ragetlie
Food creative: Robbie Postma
Copywriter: Marcel Hartog, Leon Ragetlie
Art director: Güney Soykan, Gabriela Nouws
Designer: Ronald Mica, Robert Harrisson, Madelon Brakenhoff
Connection strategist: Angelique Schreuders
Editor: Tim Arnold
Agency Producer: Martijn Pots, Marloes van den Berg, Mariska Fransen
Business director: Budi Gonzales de Chaves
Director: Harro van Schoonhoven
DOP: Jelle Mulder
Producer: Thomas Rohde
Production company: Pink Rabbit
Sound: Robin Schlösser
PR: Jessica Hartley
Client at PLUS Supermarket: Bas Snetselaar, Rob Claassens, Lydia van den Brandhof, Ingeborg Biemans-Posthumus