In a significant rebranding move, the Rewe-Group supermarket Penny is set to change its name and logo, marking a new chapter in its market presence. Starting May 8, 2025, the Austrian branches will transition from "Penny Markt" to simply "Penny," bringing with it a fresh new logo, a new slogan, and exciting promotions for customers.
The rebranding initiative, which will be rolled out across all 320 Penny locations in Austria, aims to create a modern shopping environment that emphasizes freshness, quality, and value for money. According to Kai Pataky, spokesperson for Penny Austria, "With our new brand identity, we are committed to providing our customers with a modern shopping experience characterized by clearly arranged shelves, appealing product presentations, and a tidy atmosphere featuring over 2,000 carefully selected products."
The new logo, featuring a friendly yellow dot that serves as a mascot, is designed to foster a positive connection with the brand, similar to the approach taken in advertising campaigns like those for M&Ms. The slogan has also changed from "Erstmal zu Penny" to "Da schau her," which underscores the local Austrian identity.
As part of the rebranding, Penny will also launch a major promotional campaign, giving away free purchases to customers. From May 8 to May 10, 2025, shoppers who spend up to 250 euros at any Austrian Penny store will have the chance to win their entire purchase for free via a random drawing. Additionally, from May 8 to May 14, customers using the Penny app or reading the promotional flyers can receive a 5-euro voucher on purchases of 50 euros or more.
In conjunction with these changes, Penny is introducing a deposit donation initiative starting May 8. Customers can donate the return value from their bottle deposits to the Penny family aid fund, "Familien in Not," which supports families in need in Austria. "With the deposit donation, we create an additional opportunity to help easily. Every contribution counts, and together we can make a significant impact," Pataky explained.
While these changes are extensive, they only affect the Austrian branches of Penny. In Germany, the brand has already been operating under the name "Penny" for the past decade, and customers there need not worry about any alterations. The recent updates in Austria are simply a continuation of the brand's evolution in the region.
Modernization of the stores is also a key component of the relaunch. By the end of 2025, 60 locations in Austria will be redesigned, with plans to upgrade 80 percent of all branches by 2027. This effort aims to enhance the shopping experience further and align with the new brand identity.
As Penny embarks on this ambitious rebranding journey, it remains committed to its core values while adapting to the changing retail landscape. The combination of a new name, logo, and customer engagement strategies reflects the company's dedication to enhancing customer satisfaction and community support.
Overall, Penny's rebranding initiative is not just a cosmetic change; it represents a strategic shift aimed at positioning the brand for future growth in a competitive market. As the launch date approaches, customers can look forward to a refreshed shopping experience and the chance to participate in exciting promotions.
