The project also includes pieces on billboards, printed media, displays and social media
The German supermarket chain Penny created the “Price Packs” project – “Price Packaging”, in free translation -, developed by Serviceplan Germany, which transforms the price into the central element of the labels of its own brand products, ensuring that the value remains the same for long periods. The initiative, valid for a range of basic consumer products such as bread, salt, oatmeal, chips and mayonnaise, helps consumers find the best options on the shelves and serves as a promise that prices will not change in the short term, nor will they be changed according to factors such as high demand or scarcity.
The idea behind the project is to challenge the traditional communication rules of many companies at the point of sale. The initiative invested in a format that, in addition to naturally attracting attention due to its distinctive design, quickly and clearly conveys a better perception of value compared to the competition. “With ‘Price Packs’, we are putting the price straight on the pack for the first time, showing that our own brand truly offers the best value for money,” says Dr. Jan Flemming, general marketing director at Penny.
The brand also launched a campaign exploring the product as a channel to communicate its category and price in the same image. With a minimalist aesthetic, the pieces are available in the German market on billboards, printed media, displays and social media. On digital channels, the broadcast is adapted to the time of day – with bread gaining prominence in the morning and fries in the afternoon, for example.
