For years Lidl have tried to convince the Swedish market that they can offer high-quality groceries to a relatively low price. The challenge always lied in getting people to understand that a discount supermarket chain actually can offer great products and that price is not all that counts.

To prove our point we opened a gourmet restaurant. Head chef 2-star guide Michelin gastronomist Michael Wignall from UK brought his team. The pop-up restaurant was a success and when it was revealed that Lidl was the supplier of all the groceries and also the brand behind the restaurant, the media exploded.

It was a hit topic in newspapers, blogs and TV.

The marketing objectives were primarily to increase penetration and to reach new target groups making the brand an option for new customers. And in terms of communications objectives we wanted to make Lidl a considerable alternative for more Swedes.

We wanted people to talk about Lidl and how amazing food you actually can compose with the groceries that they can supply. We wanted to communicate and strengthen Lidl’s core values, quality, reliability and “smart choice”.

We saw a significant increase in brand consideration and we created a debate that addressed the subjects of food and price. Sales increased during the campaign period. The campaign contributed to the best year since they established in Sweden.