With price being one of the main factors in supermarket purchasing decisions, especially in a scenario of high and unstable inflation, the German chain Penny has adopted a different strategy. The company launched the “Price Packs” project, developed by Serviceplan Germany, which places price as the central element in the packaging of its own-brand products, ensuring price stability over long periods.
The initiative, which includes basic consumer items such as bread, salt, oats, chips and mayonnaise, aims to provide consumers with security regarding the maintenance of prices, without changes in the short term due to factors such as high demand or shortages.
“With Price Packs, we are putting the price directly on the packaging for the first time, showing that our own brand truly offers the best value for money,” says Dr. Jan Flemming, marketing director at Penny, which has more than 3,500 stores in Germany.
The project challenges traditional approaches to point-of-sale communication, avoiding imitating well-known brands and opting for a design that facilitates consumers’ perception of value. The associated advertising campaign, with minimalist pieces, highlights both the product and the price in media such as billboards, print, displays and social media. In digital media, the advertising is adapted to the time of day, such as bread in the morning and French fries in the afternoon.
“In marketing, you often have to decide between promoting price or product. We are happy that we have found a way to do both at the same time,” comments Till Diestel, Creative Director at Serviceplan.
