PENNY: Give Bag

Penny, a German supermarket, helped encourage customers to buy and use its reusable bags by offering them a 10 cent discount every time they used one with a purchase.

Campaign details

Brand: PENNYAgency: Serviceplan Gruppe fuer innovative Kommnunikation GmbH & Co. KGCountry: GERMANY

Marketing Context

Sustainability is an essential topic for groceries and a big chance, too. The idea of replacing plastic bags with an alternative bag is a good case study for the press, but not the solution of a worldwide problem: groceries are not avoiding plastic because the customers still purchase a new bag every time they shop at the store. It is in PENNY's DNA to create unconventional campaigns so we created an unconventional solution to avoid buying new bags by...

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