PENNY - "PRICE PACKS" by ANDY Awards 2025
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PENNY - "PRICE PACKS"
- Brand: PENNY
- Country: Germany
- Advertiser: PENNY
| Title | PRICE PACKS |
| Brief | Idea: PRICE PACKS is the first brand that’s all about the price. Because the packaging design focuses entirely on the price. Considering the usual packaging production requires several months, this becomes an irrevocable commitment to price stability. Placed next to competitors, the design helps consumers immediately spot the best prices. PRICE PACKS are available in all 2100 Penny markets in Germany, promoted by an OOH campaign as striking as the packaging.Results: Products flew off the shelves in record time, with some temporarily selling out during launch week. On traditional and social media, the campaign received raving reviews, earning $120 million in free media. Public perception of Penny as the #1 price-stable discounter went up by 2200%. PRICE PACKS has now expanded to more products and turned from a temporary edition into a permanent brand.Brand relevance: For PENNY, this was the perfect opportunity to make a statement. This serves as an unwavering commitment to low prices in a way that not only reassures customers but also sets PENNY apart from its competitors. |
| Agency | Serviceplan Germany |
| Campaign | Price Packs |
| Advertiser | PENNY |
| Brand | PENNY |
| Date of First Broadcast/Publication | 2024 / 8 |
| Business Sector | Department Stores, Supermarkets |
| Story | Grocery prices in Germany have been continuously rising, with consumers growing increasingly frustrated by rising costs. Adding to this discomfort is the rise of dynamic pricing strategies, where prices fluctuate based on demand or supply factors, making it difficult for shoppers to budget effectively. In this climate of economic uncertainty, PENNY, one of Germany’s leading discounters, is uniquely positioned to deliver stability and reassurance to its customers. |
| Media Type | Packaging, Branding & Design |
| AI Description | The PENNY 'PRICE PACKS' ad showcases various grocery items in a supermarket. Each product is distinctly labeled with large, bold pricing to emphasize affordability, creating a visually striking, colorful display aimed at reassuring customers amidst fluctuating prices. The scene suggests an emphasis on stable pricing, drawing attention to PENNY's competitive edge. Placement next to competitors' brands highlights PENNY's commitment to transparency and value. The ad captures the current economic sentiment, aiming to alleviate consumer frustration with a sense of dependability and budget-friendly options. |
| Lead Agency | SERVICEPLAN GERMANY |
| Production Company | We Make Them Wonder GmbH |
| Photographer | BRANSCH Europe GmbH & Co. KG |
| Music and Sound | Supreme Music GmbH |
| Post-Production/Grading | Serviceplan Make GmbH & Co. KG |
| Media Agency | PION3ERS GmbH |
| Dummybau Packagings | Wolfrik Fischer |
| Packaging Agentur | elbedesigncrew GmbH |
| Tonstudio | HASTINGS AUDIO NETWORK |
| Global Chief Creative Officer | Alex Schill |
| Chief Creative Officer Germany | Till Diestel |
| Managing Partner | Christoph Everke |
| Executive Creative Director | Moritz Dornig |
| Creative Director | Matthäus Frost, Sebastian Bialon |
| Final Art Director | Alexandra Felbinger |
| Motion Designer | Philipp Elsner |
| Account Manager | Alessia Scheffler |
| Senior Account Manager | Nadine Samweber |
| General Manager | Yvonne Hesse |
| Working Student | Sophie Feichtner |
| Trainee Copy | Melanie Hauck |
| Junior Art Director | Lukas Plapst |
| Designer | Vira Ronkina |
| Senior Art Director | Jonas Menze |
| Art Director | Fabian Kräkel |
| Creative Director | Maximilian Hesse |
| Executed Integrated Producer | Jennifer Schulz |
| Fotograf | Silvio Knezevic |
| Styling | Karin Degener |
| Dummybau Packaging/Modelmaker | Wolfrik Fischer |
| Lithographer | Nedzad Karahodzic |
| Senior Retoucher | Sandra Meyer |
| COO | Dr. Stefan Görgens |
| CMO | Dr. Jan Flemming |
| Head of Brand Marketing | Werner Hesse-Quack |
| Lead Brand & Campaign Marketing | Marcel Otten |
| Head of Private Label | Oliver Schwarz |
| Art Director | Camille Nizet |
| Art Director | Tanvi Phalak |
| Art Director | Rohil Borole |
| Art Director | Kai West Schlosser |
| Copywriter | Shruthi Subramanian |
| Copywriter | Javier Granados |
| Executive Creative Director | Lorenz Langgartner |
| Executive Creative Director | Franz Röppischer |
| Creative Director | Dennis Fritz |
| Junior Motion Designer | Michal Kuśmierz |
| Global Head of Creative Operations | Sabine Gwinner |
| Senior Creative Operations Manager | Martina Ahrens |
| Creative Operations Manager | Susan Horn |
| 3D Artist | Fabio Ziplies |
| Post-production | János Kiss |
| Executive Producer | Paul Jax |
| Executive Producer | Niclas Löffler |
| Executive Producer | Maximilian Valentin |
| Producer | Daniela Boldt |
| Composer & Managing Director | Maximilian Olowinsky |