Penny Price Packs

The Challenge

During a time of severe global inflation, supermarket chains faced intense public backlash for price increases. PENNY needed to shift the conversation, explaining that everyday prices are artificially low because they ignore the true environmental and social costs of production, such as carbon impact and soil damage.

The Creative Solution

We launched "Price Packs"—a bold in-store campaign where we completely redesigned the packaging of PENNY’s nine best-selling items. The new packaging calculated and printed the "true organic cost" of each product alongside the retail price, forcing customers to face the real ecological impact of discount consumerism.

“We wanted to show inflation in a way that wasn't just cold statistics, but a physical reality that everyone sees on the supermarket shelf.”

The Results

The campaign went viral, generating massive global coverage and €2.4M in earned media. It was praised for its radical transparency and direct approach to ecological truth, resulting in a 44% boost in brand trust and winning top honors at the European Creative Awards.