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

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.

Credits

Date
May 18, 2018
Brand:
Delhaize
Agency:
TBWA-Brussels
Strategy:
Kristof Janssens
Creative Director:
Frank Marinus
Art Director:
Alex Ameye
Art Director:
Sébastien Verliefde
Copy:
Julien Riviezzo
Copy:
Bout Holtof
Copy:
Wilfrid Morin
Art Director:
Gregory Van Buggenhout
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 and Production:
Geert Broeders
Digital Design and Production:
Wannes Vermeulen
Digital Design and Production:
Frederik Severijns
Digital Design and Production:
Yannick Van Der Goten
Digital Design and Production:
Jeroen Govaert
Digital Design and Production:
Ruben Temmerman

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