Special Edition: Small Prices, Big Impact

30.08.2024

Special Edition: Small Prices, Big Impact – PENNY and Serviceplan Transform Affordable PENNY Label into Eye-Catcher

PENNY, known for its wide range of low-priced own-brand products, is taking a creative step to highlight its affordability. Over the next four weeks, five carefully selected PENNY own-brand products will feature prominently displayed, oversized price tags on their packaging. These eye-catching price labels, crafted by Serviceplan, are set to capture attention in all PENNY stores across Germany. The special edition will be supported by a campaign across social media, outdoor advertising, and at the point of sale (POS).

Cologne, 29th August 2024 – How can you present your own brand in a bold innovative way? PENNY and Serviceplan NEO have developed packaging that immediately grabs attention by highlighting what customers value most: the lowest price. The price label is not just on the shelf, it’s prominently featured on the packaging itself — a pioneering move in the food retail industry. “PENNY offers consistently low prices that you can rely on – whether for branded products or even more affordable store brands. With the campaign “Small Prices, Big Impact”, we are bringing the price directly onto the packaging for the first time. And we're doing it with a visually appealing limited edition that boldly demonstrates that our store brands are always the most affordable choice,” comments Dr. Jan Flemming, Head of Marketing at PENNY.

The oversized prices are colorful, vibrant, and boldly communicate the promise of consistently low prices. The five permanently low-priced products, available as a special edition in all PENNY stores across Germany, include oatmeal, toast, salt, crisps, and mayonnaise. The headlines reinforces the overarching message of consistent price communication: “For everything at a good price: First, go to PENNY.” For the visuals, Serviceplan NEO collaborated with Munich-based reportage and food photographer Silvio Knezevic.

“We have staged the small prices where they stand out the most, make the most sense, but where you least expect them: on the packaging itself. A solution that catches the eye - and looks good at the same time,” adds Christoph Everke, Creative Managing Partner of Serviceplan NEO in Munich.

With this campaign, PENNY is once again boosting its strong range of store brands. The campaign will be advertised on social media, (D)OOH and at the POS.

Credits

PENNY:

Dr. Jan Flemming - Chief Marketing Officer (CMO), PENNY

Werner Hesse-Quack - Head of Brand Marketing, PENNY

Marcel Otten - Lead Brand & Campaign Marketing, PENNY

Oliver Schwarz - Head of Private Label, PENNY

Dr. Stefan Görgens - Chief Operations Officer (COO), PENNY

Serviceplan:

Alex Schill – Global Chief Creative Officer, Serviceplan Group

Till Diestel - Chief Creative Officer, Serviceplan Germany

Christoph Everke - Managing Partner, Serviceplan Campaign 3 (SP NEO)

Sebastian Bialon - Creative Director, Serviceplan Campaign 3 (SP NEO)

Alexandra Felbinger - Art Director, Serviceplan Campaign 3 (SP NEO)

Matthäus Frost - Creative Director, Serviceplan Campaign 3 (SP NEO)

Alessia Scheffler - Account Manager, Serviceplan Campaign 3 (SP NEO)

Nadine Samweber - Senior Account Manager, Serviceplan Campaign 3 (SP NEO)

Melanie Hauck - Trainee Copy, Serviceplan Campaign 3 (SP NEO)

Philipp Elsner - Motion Designer, Serviceplan Campaign 3 (SP NEO)

Yvonne Hesse - General Manager, Serviceplan Campaign 3 (SP NEO)

Sophie Feichtner - Working Student, Serviceplan Campaign 3 (SP NEO)

Lukas Plapst - Junior Art Director, Serviceplan Campaign 3 (SP NEO

Jennifer Schulz - Executive Integrated Producer, Serviceplan Make

Vira Ronkina - Designer, Serviceplan Campaign 3 (SP NEO)

Silvio Knezevic - Photographer

Karin Degener - Stylist

Wolfrik Fischer - Modelmaker / Dummybau Packaging

Nedzad Karahodzic - Lithographer, Serviceplan Make

Sandra Meyer - Senior Retoucher, Serviceplan Make

Production Company

BRANSCH Europe GmbH & Co. KG

Media Agency

PION3ERS GmbH

Let's get in touch!

Céline Gils

Serviceplan Group

Corporate Communications

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