The One Show
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Category
Product Packaging
Annual ID
OS25_PT003G
Background
Grocery prices in Germany have been continuously rising, with consumers growing increasingly frustrated by rising costs. Adding to this discomfort is the rise of dynamic pricing strategies, where prices fluctuate based on demand or supply factors, making it difficult for shoppers to budget effectively. In this climate of economic uncertainty, PENNY, one of Germany’s leading discounters, is uniquely positioned to deliver stability and reassurance to its customers.
Creative Idea
Price Packs is the first brand that’s all about the price. Because the packaging design focuses entirely on it. Considering the usual packaging production requires several months, this becomes an irrevocable commitment to price stability. Placed next to competitors, the design helps consumers immediately spot the best prices. PRICE PACKS are available in all 2100 Penny markets in Germany, promoted by an OOH campaign as striking as the packaging.
Insights & Strategy
Strategy/Insight: An analysis of market data identified an industry trend in implementing strategies such as dynamic pricing. It consists of using the latest technology, such as LEDs, AI, wireless charging, and trailblazing algorithms in setting prices according to inflation, time of day, and product popularity. But customers have grown increasingly frustrated by these practices. It erodes trust, which is the foundation of any brand and business relationship.
Breakthrough: Going against the trend, PENNY took a completely different approach: setting analogue prices, implemented statically, instead of digital dynamic prices.
Breakthrough: Going against the trend, PENNY took a completely different approach: setting analogue prices, implemented statically, instead of digital dynamic prices.
Execution
Design: The color codes for the products are based on the main competitors packaging colors and category conventions. PENNY's famous" yellow dot" as well as a new, even bolder version of the widely known PENNY Akko font act as core elements of the Price Packs brand.
Campaign elements: Since PENNY controls the point of sale, Price Packs are placed directly next to competitors' products. Helping consumers identify the best deals in each product category. Digital OOH displayed the most relevant product according to the time of the day. Social media drew attention to the most relevant aspect of these platforms: its design.
Scale: Price Packs has now expanded to more products and turned from a temporary edition into a permanent brand.
Approach: The strategy focused on creating packaging that prominently displays the price, making it the most visible and memorable aspect of the product.
Campaign elements: Since PENNY controls the point of sale, Price Packs are placed directly next to competitors' products. Helping consumers identify the best deals in each product category. Digital OOH displayed the most relevant product according to the time of the day. Social media drew attention to the most relevant aspect of these platforms: its design.
Scale: Price Packs has now expanded to more products and turned from a temporary edition into a permanent brand.
Approach: The strategy focused on creating packaging that prominently displays the price, making it the most visible and memorable aspect of the product.
Results
The business impact surpassed expectations. With an initial production run of over 4 million packs products flew off the shelves in record time, with some temporarily selling out during launch week.
In terms of consumer awareness, on traditional and social media, the campaign received splendid reviews, earning $120 million in free media. As for the brand perception, consumer perception of PENNY as the #1 price-stable discounter went up by 2200%.
In terms of consumer awareness, on traditional and social media, the campaign received splendid reviews, earning $120 million in free media. As for the brand perception, consumer perception of PENNY as the #1 price-stable discounter went up by 2200%.
2025 Awards
Total Points: 45
Gold Pencil
Credits
Agency
SERVICEPLAN GERMANY / Munich
Media Agency
Pion3ers
Production Company
We Make Them Wonder
Music / Sound Production Company
Supreme Music
Chief Creative Officer
Till Diestel
Copywriter
Shruthi Subramanian
Javier Granados
Creative Director
Matthäus Frost
Sebastian Bialon
Maximilian Hesse
Dennis Fritz
Designer
Vira Ronkina
Executive Creative Director
Moritz Dornig
Lorenz Langgartner
Franz Röppischer
Global Chief Creative Officer
Alexander Schill
Motion Designer
Philipp Elsner
Michal Kusmierz
Photographer
Silvio Knezevic
Producer
Daniela Boldt
CMO
Dr. Jan Flemming
Executive Producer
Paul Jax
Niclas Löffler
Maximilian Valentin
Final Art Director
Alexandra Felbinger
Senior Art Director
Jonas Menze
3D Artist
Fabio Ziplies
Account Director
Wiebke Müller
Frederike Striegel
Account Manager
Alessia Scheffler
Audio Director / Recording Engineer
Oscar Meixner
Composer & Managing Director
Maximilian Olowinsky
COO
Dr. Stefan Görgens
Creative Operations Manager
Susan Horn
Dummy Packaging/Modelmaker
Wolfrik Fischer
Dummybau Packagings
Wolfrik Fischer
Executed Integrated Producer
Jennifer Schulz
General Manager
Yvonne Hesse
Global Head of Creative Operations
Sabine Gwinner
Head of Brand Marketing
Werner Hesse-Quack
Head of Private Label
Oliver Schwarz
Junior Creative Operations Manager
Alexandra Grimm
Lead Brand & Campaign Marketing
Marcel Otten
Lithographer
Nedzad Karahodzic
Managing Partner
Christoph Everke
Packaging Agency
elbedesigncrew
Photography
BRANSCH Europe
Post-production
János Kiss
PR
Karan Novas
public relations
Felipe Turlão
Senior Account Manager
Nadine Samweber
Senior Creative Operations Manager
Martina Ahrens
Senior Retoucher
Sandra Meyer
Sound Studio
Hastings Audio Network / Hamburg
Styling
Karin Degener
Trainee Copy
Melanie Hauck
Working Student
Sophie Feichtner
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