|Entrant||SERVICEPLAN GERMANY Munich, GERMANY|
|Idea Creation||SERVICEPLAN GERMANY Munich, GERMANY|
|Production||PFEFFERMINZ FILM Kempten, GERMANY|
|Production 2||HASTINGS MUSIC Hamburg, GERMANY|
|Production 3||NEVEREST München, GERMANY|
|Additional Company||PLAN.NET Munich, GERMANY|
|Additional Company 2||STUDIO OEDING Hamburg, GERMANY|
|Alexander Schill||SERVICEPLAN GROUP||Global Chief Creative Officer|
|Christoph Everke||SERVICEPLAN GERMANY||Executive Creative Director|
|Moritz Dornig||SERVICEPLAN GERMANY||Creative Director Copy|
|Linda Moers||SERVICEPLAN GERMANY||Copywriter|
|Daniele del Nero||SERVICEPLAN GERMANY||Art Director|
|Lukas Hohenberger||SERVICEPLAN GERMANY||Junior Account Manager|
|Natascha Haberkorn||SERVICEPLAN GERMANY||Accounting|
|Elena Sorokova||SERVICEPLAN GERMANY||Graphic Designer|
|Richard Wegele||PLAN.NET GERMANY||Associate Creative Director|
|Roland Raith||PLAN.NET GERMANY||Creative Director|
|Friederike Froehlich||PLAN.NET GERMANY||Senior Copywriter|
|Maximilian Janda||PLAN.NET GERMANY||Junior Motion Designer|
|Marina Ludwig||PLAN.NET GERMANY||Senior Account Manager|
|Dennis Gunske||Hastings Music||Sound Producer|
|Hans Christian Sametzki||Hastings Music||Audio Engineer|
The CampaignWe use the world’s food No. 1 and make a small change: With the label Penny Little Counts, instead of selling one kilogram of rice, we sell for example 55,027 grains of rice.
Creative ExecutionThe grains of rice are counted mechanically and the amount of rice grains is individually stamped in big letters onto the packaging, saying: waste none. Therefore, we force the customers automatically to change perspective without changing anything by themselves. Additionally, we add the true value of every single grain by communicating what big effort of resources lays inside: days of growth, water, sunshine, transport, farmworkers craft. Now, would you like to waste any of this?
Indication of how successful the outcome was in the marketDue to having more than 2.200 stores in Germany and an average number of 2 million clients per day, PENNY reached a broad target group with Little Counts. Clients reacted very positive towards this simple but clever measure PENNY used, in order to point out the high value of a basic food like rice. The 5000 packages we produced were sold within one day. Also, plenty of people got engaged on our website, which provided them with further information about the origination process and values of a grain of rice. So basically, all we did was altering the measuring unit. But it changed the way consumers look at a product. It made them realize how precious a single piece of food is. Because every grain matters.
In the middle of everyday life the customers change their perspective without making a change themselves: Online, on the point of sale and the packaging, they learn about food waste and the effort that is put into every single grain of rice. Every glimpse counts.
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