| Title | BEST-BEFORE PACKAGING |
| Brand | PENNY MARKT |
| Product/Service | PENNY DAIRY PRODUCTS |
| Category |
C01. Fast Moving Consumer Goods |
|
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 |
Account Director |
| Katy Pergelt |
Serviceplan |
Agency Producer |
| Stefan Randlkofer |
Freelancer |
Photographer |
| Katharina Seth |
Neverest |
Illustrator |
| Jelena Lezaic |
Plan.net Technology |
Online |
The Brief
Our client PENNY is truly aware of their social and economic responsibility. For example food waste is one of the main topics PENNY wants to raise awareness about. In Germany, two-thirds of the 6.7 million tons of annually wasted food comes from private households. Our task was to create a message against food waste that can be placed as close as possible to the customers' daily life and their households, since that's also where the problem starts. According to that, we decided to let the products themselves spread our message, instead of using advertising in the first place.
Campaign Success
The products themselves were used as promotional items to support the food waste topic at this year’s sustainability week of PENNY. This special week took place in every PENNY market across Germany during week no. 33, 2015.
Additionally to the packaging, the idea was adapted to other media, like different in-store material and a microsite to give customers further information about food waste and the promotion.
Describe the success of the promotion with both client and consumer including some quantifiable results
The Best-Before Packaging was designed for the basic range of PENNY products, because this range is frequently purchased as it supplies the daily requirements of every PENNY customer. With over 500.000 produced and quickly sold-out products, we placed our message against food waste in over 500.000 private households. That way, the Best-Before edition could not only save itself, but also a lot of other food from being wasted.
Explain why the method of promotion was most relevant to the product or service
The Best-Before Packaging is a promotion for our client PENNY, a discount grocer, to keep customers from wasting food. By making the Best-Before date as big as possible, we turned PENNY products into promotional items alerting customers about the issue of food waste and reminding them at home to enjoy the products in time, instead of wasting them.
To support the promotion, we used further media, like different in-store material and a microsite to give customers further information about food waste and the promotion.