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ANDY Awards

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

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TitleOat Flakes
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 advertisement for PENNY's Oat Flakes prominently features a bold design that emphasizes affordability. The packaging displays a large numeral “0.79” on a vibrant blue background, drawing immediate attention to the low price. This novel approach positions the price at the forefront, both visually and conceptually, appealing to cost-conscious consumers by highlighting PENNY’s commitment to low-cost products. The surrounding elements, including a bowl of oats topped with fresh fruits like blueberries, raspberries, and kiwi slices, enhance the perception of healthfulness and freshness associated with the product. The visual simplicity and clarity support a message of straightforward value and quality, while the overall modern aesthetic reinforces a sense of innovation and trust in the brand’s promise of affordability.
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