FARM IN A FRIDGE

BRIEF

With proprietary technology like Vitaminsafe, EcoNavi and AgClean, we knew that Panasonic was already pioneering the science of fresh with its range of fridges.

But our research discovered that, as intelligent as it was, Panasonic's built-in genius hadn’t yet reached its full potential.

STRATEGY

Specifically, we honed in on the flashing blue-green LED lights inside the Vitaminsafe vegetable crisper that mimic the sun and boost Vitamin C content, postulating that if the LEDs can simulate natural sunlight, theoretically, they could also promote photosynthesis.

This led to our groundbreaking hypothesis: that the flashing blue-green LED lights inside Panasonic’s Vitaminsafe vegetable case can promote the growth of a micro-crop inside a sealed refrigerator unit (under controlled conditions).

SOLUTION

The World’s First Farm In A Fridge, by Panasonic.

Armed with a brand new 547.0 L (AS/NZS 4474) Panasonic French Door Refrigerator (NR-CY54AGSAU), we rigged up a camera, planted some seeds, and closed the doors — only to open up a brand new world of new possibilities. 

A revolution in refrigeration, our fresh thinking not only proved we can grow food inside a fridge — it proves that Panasonic truly is pioneering the science of fresh.

THE WORLD’S FIRST FARM IN A FRIDGE

Our experiment started with a testing phase inside the Vitaminsafe using cotton wool, various types of seeds, and water.

After just a few days under the blue-green LEDs, our test crop started to sprout.

We then planted our seedlings in pots of soil fed by a water supply and nutrients and after 63 days, a world-first intra refrigerare micro-crop of bean sprouts, radish leaves and green peas was successfully cultivated.

EFFECTIVENESS

Supported by POS fridge signage and decals, the science of fresh concept was beta tested in selected retail locations as a sales aid for Panasonic reps.

The project was used internally to promote Panasonic R&D combining to go the extra food mile, tapping into an ‘eco’ movement of zero wastage, biodiversity, sustainable living and most importantly — healthier, fresher and better-tasting food.