Press Release 29th September 2022

Three EFFIES for PENNY

When Kathi and Lisa do their organic shopping at PENNY, everything works out excellently. At the EFFIE Awards, the ECHT BIO! campaign of the brand discounter PENNY was awarded silver in the Food/Beverages category and bronze in the two categories Positive Change and Retail, making it the only retailer to receive an award.

The award-winning team at the award ceremony in the MARX HALLE.

The award-winning team at the award ceremony in the MARX HALLE. / Copyright: PENNY / Schiffl, Reproduction for PR purposes free of charge

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For almost 55 years, the EFFIE Awards have been among the most coveted prizes for advertising and market communication worldwide.

In order to meet the customers' desire for an even richer selection of affordable and high-quality organic foods, PENNY has been massively expanding its ECHT BIO! assortment massively since 2021. In addition to a wide range of products, the focus of PENNY's own brand ECHT BIO! is on strict controls for plant-based products, ensuring animal welfare and creating environmentally friendly packaging. ECHT BIO! from PENNY: really cheap, really environmentally friendly, really ingenious!

The 360° campaign for the relaunch of PENNY's own brand ECHT BIO! was designed and implemented by WE LOVE\TBWA, which has already been responsible for the successful positioning and communication of PENNY since 2019. The successful collaboration has now been rewarded with three EFFIES in the categories Food/Beverages, Positive Change and Retail.