SPARK | Testimonial & Music Rights negotiations for Penny Markt
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Testimonial & Music Rights negotiations for Penny Markt


Penny or internationally Penny Market is a discount supermarket chain based in Germany, which operates 3,550 stores. The market was founded by Leibbrand Gruppe in 1973; since 1989 it has been fully owned by the Rewe Group.

On behalf of Serviceplan Campaign 3 in Munich and PENNY MARKT in Cologne Spark negotiated a testimonial deal with Germany’s most famous drag queen Olivia Jones.

Olivia Jones is the centre point for Penny Markt’s own brand products. With the campaign named ‘Wer guenstig will, muss Penny’ (‘If you want to get things cheaper, you need to go to Penny Markt’) a very colourful, cool/kitsch video was created to have Penny’s own brand products be centre stage in the drag revue film. Music wise the 1960’s Heidi Kabel & Freddy Quinn classic ‘Das gibt’s nur auf der Reeperbahn bei Nacht’ was re-recorded with new lyrics and up-to-date music production.

Spark took care of all the negotiations for fees and agreements.