Penny has partnered with the agency Saint Elmo's for the new brand platform "Real Joy." The familiar slogan "First stop, Penny." remains unchanged. The new direction focuses on authentic moments, approachability, and positive experiences in the everyday lives of real customers and employees.
The current campaign was photographed by André Josselin.
The launch campaign can be seen across various formats, including TV, online, social media, and out-of-home (OOH) advertising.
Saint Elmo's won the account within the Serviceplan Group following a major pitch, replacing its long-standing sister agency, Serviceplan Neo. The Saint Elmo's Group is one of the top 10 owner-managed advertising agencies in Germany and is also an integral part of the global Serviceplan Group.
Through the strategic realignment led by CEO Kathrin Jesse and CCO Matthias Harbeck, the agency has evolved from a "secondary brand" into an independent, innovation-driven creative agency.
PENNY is part of the REWE Group, operating as its independent discount retail division. While REWE operates as a traditional full-range supermarket, PENNY covers the discount food segment, thus ensuring the entire group a nationwide market presence across all price segments.
Photographer André Josselin is represented by the Berlin-based agency EMEIS DEUBEL.
