German musician Nena – campaign ambassador for PENNY Naturgut Range

Advertising, Marketing

Just in time for the beginning of the year,  PENNY and Serviceplan are launching a campaign with the entertainer NENA for their own brand “Naturgut”. Under the motto “Naturally for everyone”, the integrated campaign is intended to raise awareness of the topic of natural nutrition.

The “Naturgut” private label is one of PENNY’s fast-growing product ranges and the new campaign with NENA was just launched today, under the motto “Naturally for everyone”. The aim is to further increase awareness and acceptance of natural nutrition. The campaign developed by Serviceplan Campaign starts on TV and online.

Advertising media in the markets, on posters as well as in public magazines, radio spots, PR activities and the website natürlich-fü flank the measures.

German musician Nena achieved global success in the 90s with her international hit single ’99 Red Balloons’.

Today it is no longer enough to just offer low prices. Our customers expect us, as a discount store, to offer modern product ranges and natural foods as far as possible. With our own brand Naturgut, we have therefore created an umbrella under which we summarise current nutrition trends. With the new campaign, we want to make Naturgut even more present. In NENA, we have now found an authentic ambassador with whom we share a broad basis of values. We put a lot of heart and soul into the elaborate and multi-media campaign

Stefan Magel,


NENA emphasizes:

I decided to collaborate with Naturgut because natural and healthy foods should be accessible to all people. More and more people today want to live consciously and eat well. We can achieve real change if everyone has the opportunity to participate and everyone starts with themselves. The artist, who lives in Hamburg, is known for her sustainable and conscious lifestyle and has been a vegetarian for many years.

The heart of the campaign developed by Serviceplan Campaign is an attention-grabbing spot in which NENA moves through a big city as part of a huge crowd. Surrounded by an impressive urban backdrop that is increasingly turning into a fertile and green idyll, hundreds of people are striving towards a sustainable, healthy future. Led by a small hummingbird, the bird from the Naturgut logo, they dance and sing among sunflowers, tomato plants and other cultivated plants.

Christoph Everke, Creative Managing Director of Serviceplan Campaign:

The scenes are accompanied by music from the programmatically titled song ‘It’s a fine day’, which was impressively transformed into a contemporary arrangement with symphony orchestra and choirs. The focus is on NENA, who herself becomes part of the movement.

In 2017, PENNY achieved sales of EUR 7.4 billion in Germany alone with around 2,180 branches and 27,000 employees.

ServicePlan Campaign
Executive Creative Director: Christoph Everke
Creative Director: Marie Sophie Legat, Henrik Pfeiffer
Junior Copywriter: Laura Marie Giauque, Hendrik Haupt
Junior Art Director: Neville Pinsker

Trainee Art: Hoang Phuc Nguyen
Account Management: Fabian Kleinmann, Franziska Markota, Natalie Schmidt, Nathalie Dröge, Alexander Mankel, Melanie Gensert
FFF Producer @Neverest: Jochen Hirt, Alexandra Junginger

Art Buying: Jennifer Schulz

Digital Agency: Campaign 
Executive Creative Director: Michael Reill
Senior Copywriter: Marc Hermann Hofmann
Senior Art Director: Andreas Weixler
Junior Art Director: Alexander Kneifel, Sarah Reiter
Trainee Art: Philipp Elsner
Account Management: Christoph Siebers, Franziska Borgwald

Production Company: Tony Petersen Film 
Director: Martin Aamund
Director of Photography: Julian Hohndorf

Executive Producer: Volker Steinmetz
Line Producer: Matthias Kraft

Production Designer / Art Director: Tommy Stark

1st AD: Jim Cole
Service Production: emote, Belgrade
Postproduction/ VFX: liga01
VFX Supervisor: Florian Dehmel (liga01), Felix Laser (liga01)
Postproduction/ Grading: ARRI, Berlin
Colourist: Philipp Orgassa
Editor: Sören Görth

Audio Production:
Director of Sound: Thomas Martin
Music Production: Sizzer
Musicstylist: Jesper Gadeberg
Sound Mix: m-sound studios
Audio Engineer: Robert Miller