Penny - Price Packs
Penny, a German discount grocer, tasked Serviceplan with reinforcing its commitment to affordability and distinguishing itself from competitors like Aldi and Lidl. The objective was to build trust with shoppers seeking reliable, low-priced groceries amidst the cost of living crisis, ensuring Penny was perceived as a consistent source of value.
Creative Idea
Penny printed product prices directly onto packaging, making affordability undeniable.
Penny, 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.
Creative Strategy Deconstructed
Company
Penny, as a discount grocer, credibly offered consistently low prices on essential own-brand products.
Category
Grocery retailers typically display prices on shelves, avoiding direct packaging labels due to frequent price changes.
Customer
Shoppers desired reliable affordability and transparency from grocers, especially amidst economic uncertainty and rising living costs.
Culture
The ongoing cost of living crisis heightened consumer demand for clear value and trusted, affordable grocery options.
Company
Penny, as a discount grocer, credibly offered consistently low prices on essential own-brand products.
Category
Grocery retailers typically display prices on shelves, avoiding direct packaging labels due to frequent price changes.
Strategy:
Reaffirm value leadership by making pricing transparency an undeniable product feature.
Customer
Shoppers desired reliable affordability and transparency from grocers, especially amidst economic uncertainty and rising living costs.
Culture
The ongoing cost of living crisis heightened consumer demand for clear value and trusted, affordable grocery options.
Strategy:
Reaffirm value leadership by making pricing transparency an undeniable product feature.
Results
The campaign generated $120 Million in earned media. Penny saw a +2200% increase in association with price stability. The campaign led to Penny's best-selling month ever. Price Pack products are available in all 2,100 Penny stores across Germany. The price has not changed in 245 Days since the last price change.
$120 Million
earned media
+2200%
association with price stability
#1
best-selling month ever
Strategy Technique
Break a Category Convention
Grocery retailers typically display prices on shelves, avoiding direct packaging labels due to frequent price fluctuations. Penny broke this convention by printing prices on staple own-brand products, boldly signaling consistent affordability.
Explore Technique
Creative Technique
Label
The campaign directly printed product prices onto packaging. This bold labeling strategy visually communicated Penny's commitment to affordability, making price a core part of the product's identity.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its groundbreaking design, which boldly transforms a strategic promise into a tangible product design, reinforced by meticulous visual execution.
The specific execution of integrating large, bold, clear price numbers directly into the product packaging design, making them the brand identity, is visually striking, functional, and highly effective.
The overall visual strategy, ensuring the 'Price Pack' aesthetic is consistent and impactful across product packaging and subsequent outdoor advertising, powerfully reinforces the campaign's core message of stability.
The brilliance stems from the seamless synergy where the core idea of price stability is directly embodied through innovative product design, making the price itself the undeniable brand identity.
