This Agency’s New Superpower Is Using Design to Get Kids to Eat More Vegetables

JWT cooks up SuperSauce

Headshot of Angela Natividad

How do you get kids to eat their veggies? With superheroes, of course! Better yet, superheros that dispense sauce. Made of vegetables.

Thus was born SuperSauce (spelled SuperSaus in Holland). Created by J. Walter Thompson Amsterdam for Dutch supermarket chain Plus, the core idea reminds us a lot of old-school Velveeta broccoli and cheese commercials—probably the primary way we learned about broccoli—except more healthy.

SuperSauce is designed to replace more common sauces that kids (or parents) reach for to drown nutrients in flavor. Ketchup is apparently 25 percent sugar; mayonnaise, 90 percent oil. These undercover bottle-shaped heroes, on the other hand, are respectively made of pure beetroot, carrot and parsnip—ingredients masked from the discerning eyes of youth by the fun characters on the labeling.

“At Plus, we love good food,” says Plus Supermarkets formula and communications manager Bas Sneetselaar. “And we believe in helping parents to encourage their children to eat more vegetables, which is why we are introducing SuperSauce, an innovation we intend to roll out nationally. SuperSauce tastes super good!”

We believe it. Plus, the end result is so villainous that parents won’t be able to help but love it: Their kids will effectively be drowning their vegetables … in still more vegetables.

“We love moving advertising into new directions and creating real solutions to real problems, both big and small,” says Bas Korsten, creative partner at JWT Amsterdam. “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.”

Client: Plus
Agency: J. Walter Thompson Amsterdam
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

@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.