PENNY dairy products: Little Counts [image]

Credits & Description:

Market: Munich
Agency: Serviceplan
Entrant Company: Serviceplan
Agency Network: Serviceplan
Holding Company: Serviceplan
Production Company: Pfefferminzfilm
Advertiser / Brand: Penny
Digital Agency: Plan.Net
Music/Sound Company: Hastings Music
Post Production Company: Neverest
Global Chief Creative Officer: Alexander Schill
Executive Creative Director: Christoph Everke
Creative Director: Moritz Dornig
Copywriter: Linda Moers
Art Director: Daniele Del Nero
Junior Account Manager: Lukas Hohenberger
Accounting: Natascha Haberkorn
Graphic Design: Elena Sorokova
Associate Creative Director: Richard Wegele
Creative Director: Roland Raith
Senior Copywriter: Friederike Froehlich
Junior Motion Designer: Maximilian Janda
Senior Account Manager: Marina Ludwig
Sound Producer: Dennis Gunske
Audio Engineer: Hans Christian Sametzki
Post-Producer: Maggy Fischer
Editor: Janine Meyer
Synopsis:
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.