Own brand packaging is so often blah. Not the new Penny packaging. Yes, the drawcard for own brands is almost always price. So Serviceplan NEO brought that to the fore, creating packaging that’s advertising – bold, brave and strikingly different.
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. The new packaging was captured
“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,” commented Dr. Jan Flemming, head of marketing at Penny.
The oversized price messages on Penny’s five permanently low-priced products are colourful, vibrant, and boldly communicate the promise of consistently low prices. Their simple headlines reinforce the overarching message price message – For everything at a good price: First, go to PENNY. The campaign that is running in social media, (D)OOH and at the POS, was created with Munich 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,” stated Christoph Everke, creative managing partner of Serviceplan NEO in Munich.
Credtis:
Client: Penny
Chief Marketing Officer: Jan Flemming
Heads of Marketing: Werner Hesse-Quack & Marcel Otten
Operations Director: Stefan Görgens
Creative Agency: Serviceplan Germany
Chief Creative Officers: Alex Schill & Till Diestel
Managing Partner: Christoph Everke
Creative Directors: Sebastian Bialon & Matthäus Frost
Art Directors: Alexandra Felbinger & Lukas Plaps
Account Managers: Alessia Scheffler & Nadine Samweber
Motion Designer: Philipp Elsner
General Manager: Yvonne Hesse
Executive Producer: Jennifer Schulz
Designer: Vira Ronkina
Photographer: Silvio Knezevic
Production: Serviceplan Germany
Stylist: Karin Degener
Modelling: Wolfrik Fischer
Post Production & VFX: Serviceplan Make
Retouching: Sandra Meyer
