Who will pay the price?
Challenge
Discount grocery stores try to stand out from the competition by offering the lowest prices possible. But while we are supposedly saving money, we are paying more elsewhere for the environment, which suffers as a result of food production. PENNY wanted to make these hidden costs visible for the first time and encourage people to think about their shopping behavior.
Discounter raises prices for our nature
Solution
The true costs were scientifically calculated to show customers the harsh reality. And with just nine products, PENNY created a nationwide discourse during the campaign week: while some felt they were being educated, many others supported the idea behind it. With more than 1,200 reports, for example in the national TV news and international press, the number one TikTok trend and over 550 million contacts reached, the debate was given a platform on which it reached the population and politicians. And at the same time, it made a difference: all 370,000 € raised in additional revenue from the “true costs” were donated to a sustainability project. Furthermore, a study found that the campaign raised awareness of the cost of food among every second respondent.
Key Facts
"It’s not about raising the prices for all products to their true costs immediately. […] We are hoping for a strong impulse to discuss and consider food prices in a different and (for the customers) fairer way."
Sustainability Scientist
University of Greifswald
