With the task to advertise to both groups: upper class and working class that low prices and quality can co-exist, we found an international commercial flight to be just the perfect setting.A renowned Chef was challenged to create and prepare a First Class gourmet meal to be served on the airplane. But one prepared exclusively with low cost ingredients purchased at Lidl.Hidden cameras were placed along the plane to record the passengers reactions. And a campaign wen live the next day to reveal that the same experience was available every person in Portugal at every Lidl Store.

The reactions of the passengers, were the best we could expect. With most reacting instantly as the meals were served with excitement as we revealed that it was all prepared with discount ingredients. But most important, after the flight, consumers could walk to a Lidl and experience the same meals. With recipes and discounted prices to deliver the message that First Class is indeed affordable to all. Hidden cameras recorded the passenger's reactions and after the flight, a TV campaign revealed these reactions. This resulted in extensive coverage in the media and increased attendance in each and every store.