PENNY Supermarkets say a public Thank you to the “Heroes of the Neighbourhood”

Serviceplan Campaign Unites with Germany’s food retailer PENNY to launch communication initiative thanking unsung heroes working in their supermarkets to ensure each neighbourhood has essential food and supplies at this time of national crisis. Campaign´s motto is #helpfirst or #erstmalhelfen (transl. to help is the first priority).

The campaign consists of TV and online commercials, print ads and social media communication. PENNY thanks all colleagues in roughly 2,200 stores in Germany and the entire logistics team who, in this exceptional situation, are doing everything they can to provide sufficient supplies for the neighborhood on a daily basis.  At the same time, PENNY calls upon all customers to support and take care of each other, such as providing practical tips and tools, for example templates for notes to put up offering help to neighbours.

Stefan Magel, Divisional Director Trading Germany REWE Group and COO of PENNY: “In the current situation, we as food retailers have a very special responsibility towards our customers and our colleagues more than ever before. For us, they are the heroes of our neighbourhoods, because it is only through their tireless efforts that we can continue to provide for our customers as usual. Mutual support, consideration and thoughtfulness are now our top priorities – both when shopping in the store and in our daily interactions with each other.”

Christoph Everke, Creative Managing Director, Serviceplan Germany said: “We unite with PENNY in being very proud of the PENNY employees and their outstanding work.  As we think they deserve every attention during this time of national and international crisis, we used material which was shot for an internal campaign before Covid-19 became a global pandemic to also show them our respect in public.”

The campaign implemented by Serviceplan Campaign includes a spot that is currently shown on TV and online.

The campaign also includes various print ad motifs that are prominently placed in nationwide daily newspapers. Furthermore the campaign is being played out digitally with a focus on social media, and a separate landing page also offers extensive information and downloads.


Campaign: PENNY Corona

  • Christoph Everke – Executive Creative Director
  • Moritz Dornig – Creative Director
  • Matthias Schuster – Creative Director
  • Alessia Coschignano – Senior Copywriter
  • Rebecca Labiner – Senior Art Director
  • Johanna Köhler – Junior Art Director
  • Helena Mertig – Senior Digital Producer
  • Frederike Striegel – Account Director
  • Julia Leibetseder – Account Manager
  • Rabea Sinnreich – Junior Account Manager
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