Cannes Lions
SERVICEPLAN GERMANY, Munich / PENNY / 2019
Overview
Entries
Credits
Background
Nowadays, changing daily habits into environmentally conscious ones is not only an option, it’s a necessity. Thankfully, most Germans already embraced that idea by not using plastic bags and recycle home waste. But what they don’t keep in mind is their food purchase.
When choosing between regional and seasonal products or cheaper ones from abroad, the call is still on the wallet. A choice that hides a harmful amount of CO2 emissions, generated by transportation and artificial heating in greenhouses. What they don’t know is, that also Penny, one of the largest discount supermarkets in Germany, sells regional and seasonal products, too, and is an obvious choice to purchase the regional and seasonal produces.
Idea
With ChoOse 2 reduce we created a simple tag with a big impact on costumers purchasing habits. It shifts their mindsets into more environmentally conscious ones and promote Pennys regional and seasonal products.
Strategy
We convinced the target group with the biggest purchasing power to change their diet habits: the middle class, who obviously chooses discount supermarkets instead of more expensive organic stores like Vollkorner. We made CO2 data tangible for everyone.
Execution
We created a tag displaying not only the producers and regions the regional and seasonal produces coming from. The ChoOse 2 reduce tag also contained the amount of CO2 costumers save when choosing those products instead of the non-seasoned alternative from abroad. All complemented by instore material, social media film and a user friendly website hosting a nationwide map with the products clustered by region and season, to make CO2 data tangible.
Outcome
Within only one week we were able safe more than 25 tons of CO2 only with the purchase of Pennys regional and seasonal products. Pennys website went crazy and registered four times as much visitors than before plus kicked of a discussion throughout social media.
So, with ChoOse 2 reduce, Penny not only initiated a behavioral change a from producers to final consumers and proved to everyone that going green doesn’t need to be expensive, but also made an impressive positive impact on the environment.
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