Penny ChoOse 2 Reduce

Turning daily habits into an environmentally conscious routine is no longer just an option, it’s a necessity.
To shift consumer mindsets, Penny supermarkets introduced:ChoOse 2 reduce.

A simple tag with a big impact. The tag compares the CO2 level of regional and seasonal products
with non-regional non-seasonal alternatives and shows how much you can save.

All complemented by in-store material, social media films and a user-friendly website
hosting a nationwide map with the products clustered by region and season.