Delhaize "Magic vegetables" (2018) 1:57 (Belgium)

Kids don't like vegetables. In order to change this, TBWA Belgium decided the best way to get them to eat their vegetables, was to stop calling them vegetables and give them a more creative name. Twelve vegetables were given magical names: a carrot was an orange rocket, mushrooms became gnome trumpets, endive became dragon's teeth and more. They then took these names and put them on all the in-store signage and point of sale, even on the receipts. Kids could even go online to come up with names for other vegetables, too. How fun. Not only that, the grocery store saw a 151% increase in sales thanks to the magic vegetables.

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

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