Delhaize Film, Case study The Vegetables Name Change by TBWA\ Brussels

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The Vegetables Name Change

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Industry Supermarkets
Media Film, Case study
Market Belgium
Agency TBWA\ Brussels
Creative Director Frank Marinus
Art Director Alex Ameye, Sebastien Verliefde, Gregory Van Buggenhout
Copywriter Bout Holtof, Julien Riviezzo, Olaf Meuleman, Wilfrid Morin
Released May 2018

Credits & Description

Agency: TBWA Belgium
Client: AHOLD Delhaize Belgium; Maarten Vanthemsche, Aude Mayence, Jo Boone
Strategy: Kristof Janssens
Creatives: Frank Marinus (CD), Alex Ameye (AD), Sébastien Verliefde (AD), Julien Riviezzo (Copy), Bout Holtof (Copy), Wilfrid Morin (Copy), Gregory Van Buggenhout (AD), Olaf Meuleman (Copy).
Accounts: Charlotte Lindemans (Account Director), Geert Potargent (Client Services Director)
Art Buying and production: Alex Ameye (AD)
Photography: Marc Wauters and Alex Ameye (AD)
Design and illustrations: Estelle Vanduynslaeger (designer), Jana Keppens (designer), Alex Ameye (AD)
Studio: Annick Cohen, Marianne Gualtierri, Patti Secci
Radio producers: Raf Debraekeleer, Lore Desmet
Social video producers: Toon Vandenbranden, Laurien Rodesch
Digital producers: Jan Bikkembergs, Julie de Troostembergh
Digital strategy: Michael Liekens
Digital creation: Nigel Ooms, Jolien Van Heyste, Sofie Gilliams, Sarah Pierrequin
Digital design and production: Geert Broeders, Wannes Vermeulen, Frederik Severijns, Yannick Van Der Goten, Jeroen Govaert, Ruben Temmerman
Published: May 2018
For our client Delhaize, Belgiums biggest retailer, we changed the regular name of vegetables - forever.
Carrots became Orange Rockets.
Chicory became Dragon Teeth.
Mushrooms became Gnome Trumpets
Those magical names were put on new packs, which replaced the ‘normal’ veggies in all 900 Delhaize stores across Belgium.
The Magic Veggies were all over the fresh department.
And all over the media.

We all know kids don't like vegetables. As a result, kids only eat 30% of the recommended quantity of veggies.
By making vegetables more appealing, we make kids forget they are eating veggies, they will actually taste them and eventually learn to eat them: a gnome trumpet goes down way easier than an oyster mushroom.

We asked kids what certain veggies looked like, what they made them think of. And we used 12 of the coolest names they invented on actual packaging in the stores, and in communication.