Best Penny Campaigns of All Time
Penny is a German discount supermarket with a peculiar, almost paradoxical habit of making luxury feel irrelevant. They've spent years proving that the most strategic move in a price war isn't to shout about savings but to make the people who spend more feel slightly silly about it. It is a masterclass in tactical confidence from a brand that could have just pointed at the price. Browse the work below.
3 campaigns
Sheep Happens
2026Penny turned a chaotic viral incident of sheep invading a local store into a nationwide brand celebration by embracing the absurdity, launching rapid-response social content, and providing long-term support for the herd to build authentic, real-time emotional resonance.
Penny · Saint Elmo’s, Munich
Penny - Price Packs
2024Penny, a German discount grocer, printed product prices directly onto own-brand packaging for staple items like bread and chips, visually reinforcing its commitment to consistent affordability and building trust with shoppers amidst the cost of living crisis, distinguishing itself from competitors.
Penny · Serviceplan, Munich
Penny - The Wish
2021Penny's 'The Wish' campaign used a poignant Christmas ad where a mother wished her son could reclaim his lost youth due to the pandemic. This resonated deeply, leading to a direct campaign offering 5,000 experiences and apprenticeships, doubling media value by addressing a national emotional void.
Penny · Serviceplan Germany