People in Sweden love their milk, but they only drink milk from Swedish cows. But Swedish people were convinced that Lidl's milk came from Germany, but its as Swedish as anything.

By re-naming and then re-printing all the milk cartons at Lidl, naming the milk after its biggest critic and then launching the new milk in all Lidl stores in Sweden, followed by a promotion campaign in big media, Lidl managed to convert many people and create a massive sales increase for their milk.

The man Bosse Elfgren wrote about "the german milk at Lidl" on Facebook saying "Why the heck should I buy their German milk?".

To prove the milk's true origin his tiny post got a huge reply - The name on Lidl's Swedish milk changed to "Bosse's Milk" - the newly designed milk carton even had his Facebook post and picture on it. 3,6 million milk cartons were re-printed and distributed to all Lidl stores in Sweden.

Bosse himself could read about his milk in a national print campaign, outdoor campaign and in an ad on national TV. The message was even written up in the air - on an airplane banner.

Bosse became a national celebrity and in just one month the sales of milk rose 8,2% compared to the same period the year before. Directly after the campaign consideration for Lidl rose by 9%. Bosse now buy all his milk at Lidl.