NicoNico Yasai farms and sells organic vegetables. Vietnamese customers find it hard to understand why organic vegetables cost more than ‘normal’ vegetables. NicoNco Yasai does not compete on cost so it needed to have another way to promote its value to people. With its Cooking Freshness Guide, NicoNico Yasai helps to educate people to save money on food by ensuring no unnecessary wastage.

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.

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. As the Cooking Freshness Guide has just been launched, changes in sales figures have yet been tabulated.