LITTLE COUNTS

Bronze Eurobest

Case Film

Presentation Image

ClientPENNY-MARKT
Category E01. Food
TitleLITTLE COUNTS
Product/ServicePENNY RICE
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
Credits
Name Company Position
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
Maggy Fischer Neverest Post-Producer
Janine Meyer Neverest Editor

The Campaign

We 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 Execution

The 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 market

Due 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.