PENNY / Germany / 2025Retail & Shopper · Design & Packaging
Price Packs.
German discounter PENNY printed fixed prices directly onto the packaging of its own-label staples, making the price the whole design.
- Brand
- PENNY
- Agency
- Serviceplan
- Market
- Germany
- Region
- Global
- Year
- 2025
The challenge
With food inflation making shoppers anxious, PENNY needed a credible way to prove its prices were stable.
The idea
Bread, oats, salt, crisps, mayonnaise and other basics were repackaged with nothing but the product and its price. The packs rolled out across about 2,150 stores, and outdoor ads used the same stripped-back look to promise the price would not change.
Results
- About 1.4 million products sold in four weeks, with some lines selling out
- Reported 2,200% rise in perception of PENNY as a price-stable discounter
- Roughly $120 million in earned media value
Case study source: Activation Ideas Source ↗
