With PENNY.festivals, PENNY is starting a new chapter and is now committed to being an unconventional, innovative and sustainable partner at and for festivals 365 days a year. In addition to large major festivals such as Parookaville, smaller and medium-sized festivals are also on the list for the first time in order to support the industry in its entirety and diversity.
At festivals where there is no space for a large store, a shuttle, kiosk or food truck is used to ensure an unconventional and innovative local supply. As PENNY cannot "dance along" at all festivals, the discounter enters into at least seven other advertising partnerships. Some of these are purely digital, others promote branding on site and include smaller campaigns such as supporting a new drinking water point on the festival site. With the new concept, PENNY is strengthening its position as a reliable partner and supporter of the German festival industry.
"At Parookaville, we are responding to the ongoing and growing trend towards vegan food with our completely new Green Hangout concept. With Food For Future, we were the first discounter in Germany to include a vegan umbrella brand across all product groups in its range. The innovative pop-up store concept at Parookaville definitely has the potential to be multiplied. I am very excited to see how it is received and what insights we gain in practice," says Marcus Haus, PENNY Head of Marketing. For the dishes, PENNY has enlisted the support of a total of five influencers who have created delicious dishes using Food For Future and Naturgut products and will be on site at The Green Hangout for a meet & greet during the festival.
Two stores at Parookaville again
As a loyal companion, Penny.Festivals once again supported the Parookaville Festival at Weeze Airport from 22 to 24 July and provided the unofficial starting signal for the festival on Thursday (21 July) with the legendary pre-party at the PENNY DJ Tower. In addition to the PENNY festival store, there will once again be a second, slightly smaller store this year, which will be run independently by PENNY trainees in their second year of training.
In addition to its broader commitment to Parookaville, PENNY.Festivals is also supporting 13 other festivals for the first time this year, including the Summer Breeze Festival, Sea You Festival, Happiness Festival, MS Dockville and Ikarus. Three different modules were developed for local supply at festivals, which will be used at a total of six small and medium-sized festivals this year.
With the PENNY.Festivals Shuttle (used at Burning Beach and Happiness Festival), festival-goers can travel free of charge from the festival site to the nearest PENNY supermarket and conveniently do their daily shopping. DJs at the shuttle stop and festival shops specially remodelled for the festival cooperation, including a range of products tailored to the visitors, ensure the right party experience.
At the PENNY.Festivals kiosk (used at the Ab Geht Die Lutzi Festival and Rocken am Brocken), camping guests can get snacks for small or large appetites in between, chilled drinks for the hangover the day after and the most important festival essentials, such as toothbrushes and toothpaste. The PENNY.festivals kiosk is also the meeting point on the campsite and invites you to linger and get to know other festival-goers in Späti style.
Under the motto "This is what the future eats", the PENNY.Festivals food truck (used at Trebur Open Air and MS Dockville) will be serving tasty and healthy dishes with vegan ingredients from the Food For Future and Naturgut ranges. If you like it, you can easily cook the dishes at home. All recipes will be available at penny.de/rezepte.
This year, PENNY is once again supporting the Festival Playgrounds , which will take place on the North Sea coast from 10 to 13 November. More than 150 different festivals of various sizes and genres will come together to shape the future of the festival industry over three days of workshops and discussions. As a partner to the industry, PENNY is part of the discussion panels and will work with the participants to develop ideas for further involvement in the next festival season in 2023. From mid-August, the PENNY.Festivals Bag for Good will once again be available in limited quantities in over 2,150 PENNY shops across Germany. The net proceeds from the purchase of each Bag for Good will go into a funding pot for the Festival Playground.
Fans can find the entire festival commitment exclusively on the PENNY.Festivals Instagram channel. The channel is also the first port of call for winning tickets to various festivals, finding out about new festivals, news from the industry and getting a glimpse behind the scenes.
Ab Geht die Lutzi Festival, Burning Beach, Ferdinands Feld, Gute Zeit, Happiness Festival, Ikarus, Immergut Festival, Lautfeuer Festival, MS Dockville, Parookaville,
Rocken am Brocken, San Hejmo, Sea You Festival, Summer Breeze, Trebur Open Air
