The Brief

NicoNico Yasai used the opportunity at the supermarkets to communicate to shoppers the idea of the Cooking Freshness Guide. The Cooking Freshness Guide color codes freshness or greenness to a method of cooking that is best for that particular color state of the vegetable.

Creative Execution

Since the idea is part of the packaging, the Cooking Freshness Guide is seen at all supermarkets and convenience stores that carry the NicoNico Yasai brand. There is no campaign period as the Cooking Freshness Guide is a permanent design on the packaging.

Describe the creative solution to the brief/objective.

NicoNico Yasai has a loyal base of customers who believe its organic vegetables taste better and are healthier. The Cooking Freshness Guide provides more value to these customers in helping them to save money from throwing away perfectly edible vegetables. The Cooking Freshness Guide is also used to attract new customers who are health and environmentally conscious.

Results

Customers were surprised to learn that vegetables can still be consumed even when the color is no longer as fresh or green from the day they bought them. The Cooking Freshness Guide gave NicoNico Yasai an opportunity to engage with customers that a normal packaging cannot. Since the Cooking Freshness Guide was introduced, only an average of 10 packs of vegetables are left unsold daily per supermarket compared to 18 packs previously.