Grocery prices in Germany have been continuously rising, with consumers growing increasingly frustrated by rising costs.

Adding to this discomfort is the rise of dynamic pricing strategies, where prices fluctuate based on demand or supply factors, making it difficult for shoppers to budget effectively.

In this climate of economic uncertainty, PENNY, one of Germany’s leading discounters, is uniquely positioned to deliver stability and reassurance to its customers.

The creative challenges involved ensuring the packaging production was aligned with PENNY's price stability promise, which required committing to fixed prices months in advance.

This demanded precise coordination between design, printing, and supply chains to produce and deliver packaging consistently across 2,100 stores without compromising the campaign's impact or efficiency.

Price Packs is the first brand that’s all about the price because the packaging design focuses entirely on it. Considering the usual packaging production requires several months, this becomes an irrevocable commitment to price stability.

Placed next to competitors, the design helps consumers immediately spot the best prices. Price Packs are available in all 2122 PENNY markets in Germany, promoted by an OOH campaign as striking as the packaging.

Implementation: The packaging was designed, printed, and distributed across all 2,122 PENNY stores in Germany. Coordinated logistics ensured timely delivery and uniform placement on shelves, highlighting the price-focused branding to maximize visibility and impact alongside competitors.

Placement: Since PENNY controls the point of sale, Price Packs are placed directly next to competitors' products. Helping consumers identify the best deals in each product category.

Timeline: Launched in September 2024. Available while supplies last.

Scale: Price Packs has now expanded to more products and turned from a temporary edition into a permanent brand.