PENNY and Serviceplan Transform Affordable Packaging into Eye-Catcher

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,” commented Dr. Jan Flemming, head of marketing at PENNY.

The oversized prices are colourful, vibrant, and boldly communicate the promise of consistently low prices. The five permanently low-priced products, available as a special edition in all PENNY stores across Germany, include oatmeal, toast, salt, crisps, and mayonnaise. The headlines reinforces the overarching message of consistent price communication: “For everything at a good price: First, go to PENNY.” For the visuals, Serviceplan NEO collaborated with Munich-based reportage and food photographer Silvio Knezevic.

“We have staged the small prices where they stand out the most, make the most sense, but where you least expect them: on the packaging itself. A solution that catches the eye - and looks good at the same time,” added Christoph Everke, creative managing partner of Serviceplan NEO in Munich. 

With this campaign, PENNY is once again boosting its strong range of store brands. The campaign will be advertised on social media, (D)OOH and at the POS.