The discount supermarket chain, Penny, is launching a newly developed and integrated umbrella brand campaign across all channels, for which it will be is using television and radio for the first time. The new claim "Erstmal zu Penny" ("Penny first") is the focal point of the communications measures. The campaign was developed and implemented by Serviceplan.

Munich, 27 June 2011 — After Serviceplan Campaign won the eight-figure marketing account from Penny last March in a multi-stage pitch, the Munich-based creative specialists are now presenting their first campaign for the discount chain which was founded in 1973. Penny is investing in a fully integrated communications concept developed by Serviceplan and is going on an advertising offensive with high media pressure. Alongside print, out-of-home and online channels, the REWE Group subsidiary with 2,400 branches is launching radio and television advertisements for the first time. Starting with the campaign launch on 26 June, six different advertisements on seven television channels will be gradually introduced. More stories for follow-up advertisements are already being developed. Some advertisements will also be adapted for the radio. An online campaign with broad-coverage internet portals as well as the integration of all campaign motifs at the point of sale and in leaflets from Penny will complete the new communications campaign.
"The campaign will help us intensify our existing customer loyalty and at the same time win over new customers. We are convinced that, with this very successful communications strategy, we can significantly advance the Penny brand's image and that it will play a clear role in the shopping habits of our customers," said Stefan Magel, Managing Director of Sales and Marketing at Penny.
The central element of the umbrella brand campaign is the new slogan "Erstmal zu Penny" ("Penny first"), which features in all advertising materials. Each time it is the punch line of entertaining stories and the connection to advertised products, special offers, events or image topics. "We've developed several humorous and attention-grabbing short stories that always boil down to the same result: it doesn't matter which food or non-food product is needed: you go to 'Penny first' because they have everything you need – low-priced brand names in addition to your weekly shopping needs," said Christoph Everke, Serviceplan Campaign's Managing Director, as he explained the idea behind the campaign.
For example, in one of the TV advertisements directed by Sven Bollinger (pro-duction: E & P Commercial Filmproduktion, Munich and Berlin), a group of cavemen fail to catch a mammoth. The answer to the question of "what to do now" is just as simple as that of the astronauts who just returned from space, or that of the young man who is asked in the early morning hours by his flirt to decide "your place or mine?": "Penny first".
The slogan as well as the television advertisements have already been tested by several hundred consumers in extensive market research studies – with above-average positive feedback.
The team lead by the two Serviceplan Campaign Managing Directors Christoph Everke and Alexander Escher are responsible for the campaign.
All of the television advertisements can be found after their premiere at www.penny.de.