Serviceplan Campaign and Germany’s food retailer, Penny, have launched a thank you to the people working in Penny’s supermarkets, making sure that each neighbourhood has essential food and supplies during COVID-19. The campaign is called #helpfirst or #erstmalhelfen (meaning to help is the first priority).
It’s neither a beautiful not a creative campaign. Perhaps, inadvertently, that underlines its sincerity. It is, though, a big campaign – a major investment. The campaign consists of TV and online commercials, print ads and social media communication which thank all colleagues in roughly 2,200 stores in Germany and the entire logistics team, who are doing everything they can to provide sufficient supplies for the neighbourhood on a daily basis. Various print ad motifs are prominently placed in nationwide daily newspapers and a separate landing page contains helpful information and downloads.
At the same time, Penny calls on all customers to support and take care of each other and is providing practical tips and tools.
Stefan Magel, divisional director trading, Germany REWE Group and chief operations officer of Penny, commented, “In the current situation, we as food retailers have a very special responsibility towards our customers and our colleagues more than ever before. For us, they are the heroes of our neighbourhoods, because it is only through their tireless efforts that we can continue to provide for our customers as usual. Mutual support, consideration and thoughtfulness are now our top priorities – both when shopping in the store and in our daily interactions with each other.”
Christoph Everke, creative managing director, Serviceplan Germany, added, “We unite with Penny in being very proud of the Penny employees and their outstanding work. As we think they deserve every attention during this time of national and international crisis, we used material which was shot for an internal campaign before Covid-19 became a global pandemic to also show them our respect in public.”
Credits
Creative Agency: Serviceplan Campaign
Executive Creative Director: Christoph Everke
Creative Directors: Moritz Dornig & Matthias Schuster
Senior Copywriter: Alessia Coschignano
Senior Art Director: Rebecca Labiner
Junior Art Director: Johanna Köhler
Senior Digital Producer: Helena Mertig
Account Director: Frederike Striegel
Account Manager: Julia Leibetseder
Junior Account Manager: Rabea Sinnreich
