| Title | BEST-BEFORE PACKAGING |
| Brand | PENNY MARKT |
| Product/Service | PENNY DAIRY PRODUCTS |
| Category |
D01. Food |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Christoph Everke |
Serviceplan |
Executive Creative Director |
| Alexander Nagel |
Serviceplan |
Executive Creative Director |
| Tom Meifert |
Serviceplan |
Creative Director |
| Julia Keim |
Serviceplan |
Copywriter |
| Daniele del Nero |
Serviceplan |
Art Director |
| Yvonne Hopf |
Serviceplan |
Account Director |
| Fabian Franz |
Serviceplan |
Art Director |
| Katy Pergelt |
Serviceplan |
Agency Producer |
| Stefan Randlkofer |
Freelancer |
Photographer |
| Katharina Seth |
Neverest |
Illustrator |
| Jelena Lezaic |
Plan.net Technology |
Online |
Brief Explanation
With more than 3,550 stores in 7 European countries, 45,500 employees and €10 billion annual sales, our client PENNY is one of Europe’s leading discount grocers. The discounter is also part of the REWE Group, which had an annual turnover of €50 billion in 2013 and is based Cologne. PENNY offers a large range of fresh goods like fruits and vegetables, bakery and dairy products and is well known for fresh quality and affordable prices. Besides that, our client is also strongly committed to sustainability.
The Brief
6.7 million tons of food is being thrown away in Germany every year. As two-thirds of this comes from private households, PENNY made food waste food waste the main topic of their this year’s sustainability week and asked us for an innovative and easy way to raise their customers’ awareness about this issue and make them rethink their actions.
How the final design was conceived
A food waste study from the University of Stuttgart shows that most of the food in private households is wasted because of exceeded expiration dates. We came to the conclusion that the origin of this problem could be found on the products themselves: the Best-Before date can often be misunderstood or left unnoticed. That’s why we created a special edition for PENNY products, where this small date makes a big change – just by getting bigger: the Best-Before Packaging.
Indication of how successful the outcome was in the market
With over 500.000 produced and quickly sold-out products, we placed our message against food waste in over 500.000 private households. By making the Best-Before date as big as possible, we gave it the importance it needs to make people realize its meaning and to remind them about the issue of food waste. Because of that, it made a lasting change to their behavior and will help to avoid food waste even after the sustainability week.