2022 gifted us with a very special occasion: 02/22/2022. A day that magically attracts those who want to get married. Naturally, this day led to crowded registry offices and churches early on: people had to book their spot months or even years in advance. This left many couples empty-handed.

Funny, because in the Berlin district called Wedding, we have a discount grocery store called PENNY Wedding. Sounds like a match to us.

So, people are desperate for a wedding location. We, as a discount grocer, have everything you need for the party. Champagne, tissues for tears of joy, and so much love. We even have a store called PENNY Wedding. By understanding the needs of the customers, we put 2 and 2 together and gave them another chance to have their dream come true on 02/22/22 – by selling 22 weddings in that exact same store.

To fit the image of a discounter we adapted the spirit of Las Vegas weddings and turned the store into the PENNY Wedding Chapel. A place to get married for the discount price of only 22,22 €.

Just a few days ahead of 02/22/22, we launched a video call to introduce Las Wedding – offering 22 weddings in Wedding! The press helped us spread the word. We understood PENNY's role as the neighborhood discount store, that's why our offer appealed to all love couples in Germany.

Using a contact form on our website, lovers could apply for that one-time chance by posting a profile, a sweet photo and a roundup of their love story. All with the prospect of a trip to the German capital for a Las Vegas-style wedding. Including travel expenses, a hotel room for the wedding night, rings and an Elvis impersonator as their wedding speaker.

And to top it off, they could win a honeymoon in Las Vegas. The real one, this time.

We proposed to Germany, just a few days ahead of 2/22/2022, and over 500 couples said yes. 22 of them were invited to Berlin, the very next week. On a Tuesday. So, on 2/22/22, our PENNY store shined in the look of a wedding chapel and gave the couples an unforgettable day, all in PENNY style.

And the press jumped on it. Whether newspaper, radio or TV – you name it. That’s how we managed to create the first live broadcast in a German supermarket – by Germany’s biggest TV station. And made a rather small event worth interrupting the regular TV program. We gave media something to talk about all day – and the couples something to remember for the rest of their lives.

Not only did over 500 couples tell us their love story. We really got 22 couples to share their most intimate moment with our brand: getting married in one of our stores.

This went down well with the audience – online, on social media, in newspapers, on radio and on TV.

Media coverage of “Las Wedding” generated 23 million impressions, a 7 million earned reach and the most touching wedding live on TV since Meghan and Harry.

Our assets were seen over 45 million times and generated about 1.5 million interactions. But the most important result was 44 people we made happy. Hopefully for the rest of their lives.