Penny - Price Packs (case study)

German discount grocer Penny has launched the innovative "Price Packs" campaign to emphasize its commitment to affordability in a highly competitive market dominated by Aldi and Lidl. The initiative involves printing the prices of selected own-brand products directly on their packaging to reinforce the perception of consistently low prices. By doing so, Penny aims to build trust with shoppers and distinguish itself as a reliable source for affordable groceries during the ongoing cost of living crisis.

Developed in partnership with the agency Serviceplan, the campaign balances creative risk with strategic planning. Penny carefully selected staple items, such as bread and chips, for the price labeling to minimize the impact of price fluctuations. The packaging designs were crafted to ensure they stood out while maintaining an appealing aesthetic, avoiding any impression of being overly cheap.

Despite some initial sales dips often associated with packaging changes, the campaign has since seen positive momentum. However, as a short-term strategy, the price-labeled products will eventually revert to their original designs to maintain the initiative's novelty and impact. Through this bold move, Penny underscores its commitment to keeping groceries accessible while creatively communicating its values to customers.

AWARDS
Eurobest 2024
Creative Commerce Grand Prix

CREDITS
Brand: PENNY.
Chief Marketing Officer: Dr. Jan Flemming.
Head of Marketing: Werner Hesse-Quack.
Head of Marketing: Marcel Otten.
Operations Director: Dr. Stefan Görgens.

Creative Agency: Serviceplan, Munich.
Chief Creative Officer: Alex Schill.
Chief Creative Officer: Till Diestel.
Managing Partner: Christoph Everke.
Creative Director: Sebastian Bialon.
Art Director: Alexandra Felbinger.
Creative Director: Matthäus Frost.
Account Manager: Alessia Scheffler.
Account Manager: Nadine Samweber.
Motion Designer: Philipp Elsner.
General Manager: Yvonne Hesse.
Art Director: Lukas Plaps.
Executive Producer: Jennifer Schulz.
Designer: Vira Ronkina.
Photographer: Silvio Knezevic.
Stylist: Karin Degener.
Modeling: Wolfrik Fischer.

Post Production and VFX: Serviceplan MAKE.
Retouching: Sandra Meyer.