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ANDY Awards

Creative Award
New York, United States
PENNY - "Bread" by ANDY Awards 2025

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TitleBread
Agency
Campaign Price Packs
Advertiser REWE
Brand PENNY
Date of First Broadcast/Publication 2024 / 8
Business Sector Food
Story 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.
Media Type Outdoor/Out of Home
AI Description The image in the ad showcases a breakfast scene with a large, clear packaging of bread prominently marked with the low price '0.99', signaling affordability. The bread packaging is designed with bold, large numbers to emphasize the price. A simple breakfast setup, including an egg in an egg cup, a slice of toast with jam, and a jar, is placed on a wooden table, conveying a sense of simplicity and everyday life. The ad effectively uses minimalism and boldness to deliver the message that PENNY offers products at reliable and affordable prices, making it distinct from competitors.
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