Super Sauce

A classic trick used by parents to make the necessary veggies go down more easily, is to throw on a little ketchup or mayonnaise. Not the healthiest solution.

We made and introduced an alternative: SUPERSAUCE. Made of 100% organic beetroot, carrot or parsnip. Eat more vegetables with vegetables! It sounds silly, but it works. Thanks to the natural sweetness of the vegetables used to make the sauce and the fun packaging.

The introduction campaign for SUPERSAUCE ran in various media: instore, via PR in local press, DM, the company’s website and online video. Because of the two different target groups and approaches, two separate copies of the commercials ran:

• A version on daytime kid’s channel, focused on the great taste of SUPERSAUCE and the fun experience with the Superhero bottles. We don’t mention the ingredients to avoid scaring them off.
• In the late evening a different copy is aired, especially for parents, addressing the problem and emphasizing the healthy ingredients.

INSIGHTS

• After a successful test period PLUS has decided to launch SUPERSAUCE as an official private label pilot product.
• SUPERSAUCE pilot has been launched to enhance the PLUS position as supermarket that stands for good food, for everyone, everyday.
• The positive press coverage contributed to PLUS being announced as Fresh Supermarket of the Year and Responsible Supermarket of the Year in the Netherlands.

It’s a daily struggle for many parents to get their children to eat their veggies. Most kids do not particularly like greens. PLUS, the supermarket chain with good food, for everyone, everyday at the heart of its business, wants to help.

How can we help parents feed their kids enough healthy and necessary greens without drama at the dinner table?