The red plastic bag of paprika potato chips is only printed with a huge price label in pink numbers and a yellow dot. The number “1.09” is boldly displayed. In the fall, the discounter Penny, which belongs to the Rewe Group, brought out a special edition for selected product packaging: the packs of the corresponding foods do not advertise how delicious, fresh or crispy they are, but simply state how much they cost.
The products with the oversized price display were available in all Penny stores throughout Germany. The special edition was communicatively advertised on social media, out-of-home advertising in public spaces such as bus stops - and at the point of sale.
Packaging as an Advertising Medium
How prominently can you showcase your own brands? Penny and Serviceplan NEO have developed packaging that “catches the eye with what customers are looking for: the lowest price,” explains the company. The price label is not only on the shelf, but is the packaging itself - a novelty in food retailing. “Penny offers permanently low prices that you can rely on - whether for branded products or even cheaper own brands. With the 'Small prices big' campaign, we are putting the price on the packaging for the first time. With a visually attractive limited edition that boldly shows that our own brands are always the best value choice,” says Dr. Jan Flemming, Head of Marketing at Penny.
Colorful and Eye-Catching
The oversized prices are colorful, bright and boldly communicate Penny's “permanently low price promise”. A new approach that Penny is implementing for the first time in food retailing. Oat flakes, toast, salt, potato chips and mayonnaise: These five products were available as special editions in all Penny stores throughout Germany.
These classics were photographed in use in a campaign. The headlines pay tribute to the consistent price communication message “For everything at a low price: First to Penny”. “We staged the small prices where they stand out well, but where you would least expect them: on the packaging itself. A solution that catches the eye - and looks good too,” adds Christoph Everke, Creative Managing Director of Serviceplan NEO in Munich.
Penny: Successful Campaign
FACHPACK360° asked Penny how the campaign went and whether there will be a repeat or more projects like it. The answer was short: “We are very satisfied with the success. We received a lot of positive feedback from our customers for the innovative design,” replied Andreas Krämer, Head of Corporate Communication.
