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Creative Award
New York, United States
PENNY - "Small Prices, Big Impact (Board)" by ANDY Awards 2025

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TitleSmall Prices, Big Impact (Board)
BriefIdea: 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
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 Case Study
AI Description The advertisement showcases PENNY's innovative approach to grocery packaging with a focus on affordability, prominently featuring low prices directly on the products, creating a bold visual impact. The ad displays several food items such as sauces, bread, and chips, each with prominently printed prices on vibrant, colorful packaging. This modern and eye-catching design aims to emphasize PENNY's commitment to providing stable, low prices to consumers, which is prominently tagged on supermarket shelves. The branding is heavily focused on creating affordability and trust, depicted in images of products stacked neatly on shelves, highlighting how this packaging attracts attention and simplifies the shopping experience. The underlying message is simple but powerful: PENNY is the best choice for value-priced grocery shopping, and this campaign is set to change consumer perceptions by breaking traditional packaging norms and focusing directly on price as the primary selling point. This ad is part of a broader case study on innovative marketing techniques reshaping retail.
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