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

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TitleMayo
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 showcases PENNY's innovative approach to advertising, focusing on a mayonnaise bottle prominently displaying the price directly on its label. This bold design accentuates the brand's commitment to offering low prices, a promise visually communicated by the large, eye-catching price tag. The setting includes a hand holding the bottle, pouring mayonnaise onto a plate of fries, indicating an outdoor or casual dining environment, perhaps on a picnic bench. The use of bright colors and simple, clear imagery promotes affordability, making it clear that PENNY's store brands offer great value. The ad effectively captures the consumer's eye through minimalism and functional design, while also reinforcing PENNY's message of consistent low pricing.
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