There are many Lidl misbelievers in Sweden. But one of the biggest and loudest critics was Bosse Elfgren. If Lidl could convince Bosse, they could convince every critic.

This is one big campaign targeting primarily one man. The man, Bosse Elfgren, placed a small post on Lidl's Facebook, questioning "Why the heck he should buy their German milk?!".

Lidl's milk is as Swedish as anything but since Bosse and almost everyone else mistakenly thought it came from Germany Lidl decided to give him and every other critic a huge reply. The name on Lidl's milk changed to "Bosse's Milk".

By targeting the man, Bosse, using "big media" the campaign also targeted all other misbelievers.

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 buys all his milk at Lidl.

There are many misconceptions about the German Discount food store Lidl in Sweden. Cheap can not be great quality. People think that Lidl buy up large quantities of second hand food abroad and bring it to their stores in Sweden. It was the same preconception about the milk at Lidl - people were convinced it came from Germany. In Sweden almost everybody loves milk, but they only drink milk from Swedish cows.