It was not going to be an ordinary Monday at the Pennymarkt store in Burgsinn, Lower Franconia. Around 50 sheep stormed the store in the morning and caused a big surprise and, above all, amusement. The discounter used the opportunity for a creative marketing campaign that is doing the rounds on social media.
First to Penny: sheep on the move
Shepherd Dieter Michler actually wanted to drive his flock from the local industrial estate towards the river. On the way, however, some of the sheep stopped to eat and lost contact with their flock. Instead, they spotted a customer in the parking lot of the local Penny store. Possibly suspecting concentrated feed or lick salt in her bag , they followed her into the store.
The employees and customers were naturally surprised by the onslaught. The sheep mainly stayed in the front checkout area, where they made a mess but otherwise did not cause any major damage. Fortunately, they did not raid the fruit and vegetable section. The store staff initially tried to push the animals back outside. When this failed, they started banging on the tills. Startled by the noise, the sheep fled outside again.
Animal social media success
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After the sheep had cleared the field again, the Penny’s staff cleaned up and normal operations resumed. On Epiphany, a thorough cleaning was also carried out by an external company. Schäfer Michler wanted to pay for the damage caused, but Penny refused. The discounter took the incident with humor and saw it as an opportunity for a viral social media hit.
The sheep from Michler’s flock received vegetables from the affected store, which they were of course served in a Penny bag. There were also posts with sheep puns such as “määäh-ga Preise” and “Feel-good Määäh-nager”, and a sheep has adorned Penny Germany’s profile picture since this week. Now the discounter also wants to sponsor the sheep from Michler’s flock, which includes providing them with food.