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.”

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

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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