PENNY’s Price Packs: A Bold Step Toward Transparent and Stable Pricing

Designed by Serviceplan Group

German discount retailer PENNY is reinforcing its commitment to low prices by making them the centerpiece of new packaging for its store brand products. With inflation still affecting many countries globally, prices have become a major factor in consumers' grocery choices. However, frequent price fluctuations make it difficult for shoppers to easily identify the best deals on store shelves.

PENNY’s Price Packs offer an innovative solution to ensure affordable prices for everyone. These specially designed packages for popular store brand items emphasize the price as the main element of the packaging. This straightforward visual strategy not only helps customers quickly spot the best prices but also signals a commitment that prices will remain stable. Given the typical production timeline of several months, the packaging assures shoppers that prices won’t change in the near future. The newly designed Price Pack range has been available in all 2,100 PENNY stores across Germany since early September. The Price Pack lineup includes staple items such as toast, salt, oats, chips, and mayonnaise. These products were chosen based on their price stability and are expected to remain steady for an extended period due to their unique packaging design.

Price Packs break away from traditional private-label branding norms. While competitors often imitate well-known brands or opt for more understated designs, PENNY’s Price Packs take a different approach. The packaging is crafted to stand out, highlighting the price as the key selling point. With familiar shapes and strategic placement on shelves next to major brands, Price Packs clearly signal the best value in their respective categories.

Launched on September 2nd, Price Packs were introduced with a national marketing campaign featuring billboards, posters, digital displays, and social media content. Just like the packaging, the campaign's message is simple and direct, keeping the focus on the product and its price. Digital billboards display the products according to the time of day they are typically used, reinforcing their practicality.

Serviceplan Group is among the world's leading independent, partner-led agency networks. The company has introduced the innovative "House of Communication" concept — an integrated agency model that brings together all key modern communication disciplines, including creative and content, media and data, as well as experience and technology-driven commerce, all within a single organization.

PENNY’s Price Packs: A Bold Step Toward Transparent and Stable Pricing

German discount retailer PENNY is reinforcing its commitment to low prices by making them the centerpiece of new packaging for its store brand products. With inflation still affecting many countries globally, prices have become a major factor in consumers' grocery choices. However, frequent price fluctuations make it difficult for shoppers to easily identify the best deals on store shelves.

PENNY’s Price Packs offer an innovative solution to ensure affordable prices for everyone. These specially designed packages for popular store brand items emphasize the price as the main element of the packaging. This straightforward visual strategy not only helps customers quickly spot the best prices but also signals a commitment that prices will remain stable. Given the typical production timeline of several months, the packaging assures shoppers that prices won’t change in the near future. The newly designed Price Pack range has been available in all 2,100 PENNY stores across Germany since early September. The Price Pack lineup includes staple items such as toast, salt, oats, chips, and mayonnaise. These products were chosen based on their price stability and are expected to remain steady for an extended period due to their unique packaging design.

Price Packs break away from traditional private-label branding norms. While competitors often imitate well-known brands or opt for more understated designs, PENNY’s Price Packs take a different approach. The packaging is crafted to stand out, highlighting the price as the key selling point. With familiar shapes and strategic placement on shelves next to major brands, Price Packs clearly signal the best value in their respective categories.

Launched on September 2nd, Price Packs were introduced with a national marketing campaign featuring billboards, posters, digital displays, and social media content. Just like the packaging, the campaign's message is simple and direct, keeping the focus on the product and its price. Digital billboards display the products according to the time of day they are typically used, reinforcing their practicality.

Serviceplan Group is among the world's leading independent, partner-led agency networks. The company has introduced the innovative "House of Communication" concept — an integrated agency model that brings together all key modern communication disciplines, including creative and content, media and data, as well as experience and technology-driven commerce, all within a single organization.