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.

But why?
Why did we decide to rename vegetables?

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.

How did we do it?

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.