A scary good packaging: Hartmann and WADEN team up to make a Halloween treat for Penny customers

Halloween special label promotion

Penny, the popular German discounter, is expecting monster sales of a range of eggs from WADEN GmbH – thanks to a superbly creative new pack design from Hartmann.

The beginning was that the egg producer WADEN GmbH wanted to market a range of coloured, hard-boiled eggs for a special Halloween promotion. Originally, these were to be packaged in plastic, but both, Penny and Waden being committed to sustainability, they wished to move away from plastic. Naturally, they turned to Hartmann, the leader in sustainable egg packaging. They quickly fell under the spell of Hartmann’s 1x10 imagic^2® moulded-fibre carton, whose uncannily large label space was perfect for creating more shelf appeal.

As always, Hartmann’s creative design team developed something original – producing a shockingly great design guaranteed to get customers' pulses racing.

We at Hartmann think this promotion gives goosebumps! The 1x10 imagic2® carton is perfect for promotion of WADEN, because it not only allows the clients to move away from plastic, but also provides so much more space for creative marketing messages. So keep your eyes peeled for our next great collaboration.

These promotional eggs are available nationally in Penny stores across Germany from calendar week 41, and we “egg-spectre” a wonderful spell of increased sales.

About WADEN 

WADEN GmbH is a German company specialising in the production and trade of high-quality egg products. Located in Prinzhöfte, the company has been offering services for over 30 years, focusing on sustainability, modern technology, and customer satisfaction. Their range includes fresh, coloured, and peeled eggs, produced with an emphasis on environmental protection and resource efficiency.

About Penny 

Penny Markt GmbH is a German food discounter established in 1973, operating across six European countries with over 2,150 stores and 29,000 employees. Based in Cologne, Penny has been part of the REWE Group since 1989. Known for its focus on offering a wide selection of sustainable, quality products at affordable prices, Penny positions itself as a local, customer-oriented supermarket. The chain emphasises freshness and variety, aiming to deliver a community-friendly shopping experience across its extensive range of over 2,000 products.