{"id":1617,"date":"2026-09-30T09:00:00","date_gmt":"2026-09-30T09:00:00","guid":{"rendered":"https:\/\/thomas-daamen.de\/pimp-my-penny-die-pointe-steht-auf-dem-kassenbon\/"},"modified":"2026-10-14T14:24:25","modified_gmt":"2026-10-14T14:24:25","slug":"pimp-my-penny-die-pointe-steht-auf-dem-kassenbon","status":"publish","type":"post","link":"https:\/\/thomas-daamen.de\/en\/pimp-my-penny-die-pointe-steht-auf-dem-kassenbon\/","title":{"rendered":"\u201cPimp my Penny\u201d: The punchline is printed on the receipt"},"content":{"rendered":"

30.09.2026<\/p>\n

On September 29 at 5 p.m., the first episode of the YouTube series \u201cPimp my PENNY\u201d launched<\/a>. It follows reality star Leyla Heiter as she remodels her Penny store in Frankfurt, the \u201cLeylaland\u201d \u2013 with chandeliers, golden palm trees and a gold statue of herself. What looks like a contradiction for a discounter is none: the glamour is not the opposite of the price promise but its punchline \u2013 and that punchline is on the receipt, because prices stay as usual. While Aldi and Lidl recently staged a highly publicized price war over value for money, Penny sets an emotional accent and focuses on the feeling of shopping: those who shop here do not want to shop (just) cheaply, but smartly and with lifestyle. \u201cLuxury for everyone. You don\u2019t have to be rich to feel rich,\u201d says the first episode. Leyla Heiter wants to convey \u201cthat you walk in, you think you\u2019re in the most over-the-top luxury supermarket, and then at the register it turns out to be cheap after all.\u201d<\/p>\n

For marketing expert and keynote speaker Thomas Daamen, whose talk on brand leadership and brand strategy of Love Brands, \u201cTogether \u2013 From Zero to Love Brand,\u201d begins<\/a> exactly here, this is brand leadership in the best sense: the step from price argument to emotional benefit \u2013 and with it the core of every Love Brand. \u201cIn these stores, Penny does not sell price but, alongside the influencers\u2019 lifestyle, the feeling of treating yourself without paying more,\u201d says Daamen. People who like to save do not give up enjoyment; they look for it in small things. Daamen helped shape something similar at Aperol: the brand made the Italian way of life suitable for everyday use, without elitist pretensions. According to Penny, the YouTube idea came first and the remodel followed. The filming location is thus permanently a place to buy: those who watch the series can also walk in and shop there.<\/p>\n

What is remarkable is whom Penny is addressing with this. For many younger people Leyla Heiter is a star, while older people know her less \u2013 the first episode even plays with this, as Penny employees at first cannot place the name of the announced \u201cicon.\u201d For Daamen this is no oversight but brand strategy: Penny is not courting today\u2019s customers but tomorrow\u2019s. Those who shop on their own for the first time form habits that often last for years, says Daamen. The channel fits: according to the Social Media Atlas 2025<\/a> , 56 percent of 16- to 29-year-olds have already been inspired to buy on YouTube. Whether young viewers become loyal customers, however, is decided not in a few flagship stores but in the everyday life of the remaining branches.<\/p>\n

\u201cStore loyalty does not begin at the shelf but with the question of which store the first personal shopping list is carried to,\u201d Daamen sums it up.<\/p>\n

Photo credit: PENNY Markt GmbH \/ Photographers: Fabienne Kathmann, Jakob Stolz
This article also appeared on openPR<\/a> .<\/p>\n

Back<\/a><\/p>\n

\n

About Thomas Daamen<\/p>\n

Thomas Daamen is a keynote speaker from Munich and a Marketing Director with more than 20 years of experience in marketing and sales, including several years in a leading role for Aperol. He speaks at annual kickoffs, sales conferences, leadership events and customer events about how to understand customers, decide boldly and win teams over for a brand \u2013 told through Love Brands.<\/p>\n

Send inquiry<\/a><\/p>\n<\/div>\n

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Chandeliers on the ceiling, golden palm trees between the shelves, a gold statue of the lady of the house \u2013 and below it, milk and pasta at the usual price. Since September 29, Penny has been showing on YouTube how Leyla Heiter transforms a Frankfurt store to her taste in the series premiere. You can visit the result by now \u2013 and shop there as usual. While the big competitors advertise price cuts, Penny bets on experience. A contradiction of the discount model \u2013 or its punchline? And why a protagonist many older people hardly know?<\/p>","protected":false},"author":1,"featured_media":1481,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[32],"tags":[],"class_list":["post-1617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-love-brand-insights"],"yoast_head":"\n\u201ePimp my Penny\u201c: Die Pointe steht auf dem Kassenbon | Thomas Daamen<\/title>\n<meta name=\"description\" content=\"\u201ePimp my Penny\u201c: Warum Glamour beim Discounter kein Widerspruch ist \u2013 Keynote Speaker Thomas Daamen \u00fcber Markenf\u00fchrung mit Emotion.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thomas-daamen.de\/en\/pimp-my-penny-die-pointe-steht-auf-dem-kassenbon\/\" \/>\n<meta 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