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.