The new annual campaign finally achieved the positioning of PENNY that had been rung in by previous campaigns: that of the friendly, neighbourhood discounter.
In the new spot, PENNY products are combined with emotionally charged neighbourhood situations in an authentic and unagitated way. For instance, PENNY doesn’t simply advertise a frozen pizza, but the start of a home-alone weekend for the boys. Not just chocolates, but an apology for the noise from yesterday’s party. It shows what a difference it makes to be a part of the neighbourhood and not just the store next door.
In this, PENNY tackles an everyday situation that is rarely given sufficient consideration: the value of good neighbours – one of whom, of course, is PENNY, as the friendly, local convenience store. Customers become neighbours and the staff at Penny become familiar faces.
PENNY manifests this positioning not only with the 75-second spot, but also in a condensed form on TV, as a radio ad, with out-of-home billboards and at POS: the neighbourhood ID rewards loyal neighbours with special discounts after the fourth shopping visit to PENNY.
PENNY is consistently following the course it began with the introduction of market-specific name badges in 2013: at the heart of the neighbourhood.