Price is right for Penny

GERMAN supermarket chain Penny’s decision to make products’ prices a key element in their packaging design has paid off with a Lions Print & Publishing Grand Prix.

Serviceplan, Munich devised the ‘Price Packs’ campaign for the discount retailer as a way to reinforce its promise not to suddenly raise its prices. From €1.79 mayonnaise to €0.99 bread, the products were sold in all its German stores, giving Penny its best month of sales ever – with $190m of earned media to boot.

“The idea is print, it is publishing, it is packaging, it is price and it is position. Five P’s!” said Jury President Icaro Doria, president and chief creative officer, DM9, Brazil.

“It’s such a massive yet elegant statement: to be able to put this in paper in a way that will last for a very long time.”

Doria hailed the fact that the number of entries in the category increased year-on-year, and said that print and publishing is enjoying a well-deserved resurgence.

“There is a new trend coming, which is to disconnect and go back to the amazing idea of grabbing a newspaper or magazine,” he said.

“There is nothing more contemporary than print. We all need a break from being connected. It made us all think how it’s not that bad of an idea to take a magazine to the toilet, or bring one to an airplane!” Four Gold Lions were awarded in the category to work from the UK, US, India and Brazil