| Title | DILL - THE RESTAURANT |
| Brand | LIDL |
| Product/Service | LIDL |
| Category |
A01. Creative Effectiveness |
|
Entrant Company
|
INGO Stockholm, SWEDEN
|
|
Advertising Agency
|
INGO Stockholm, SWEDEN
|
|
Media Agency
|
SCREAM MEDIABYRA Stockholm, SWEDEN
|
Credits
| Björn Ståhl |
INGO |
Executive Creative Director |
| Josefine Richards |
INGO |
Copywriter |
| Rikard Holst |
INGO |
Art Director |
| Marie Klinte |
INGO |
Account Director |
| Joachim Ewert |
INGO |
Account Manager |
| Thomas Weigle |
INGO |
Planner |
| Andreas Mandahus |
INGO |
Final Art |
| Kerstin Engberg |
INGO |
Designer |
| Marcus Alm |
Colony |
Agency Producer |
| Anna Högkil/Marcus Alm |
Colony |
Event Producers |
Brief Explanation
For years, Lidl has tried to convince Swedes about the quality of their food, but with little success. Low price and high quality is a difficult combination in people's minds. To increase penetration we needed to find a new was to reach out and once and for all prove that the quality of Lidl was not too be misunderstood.
We opened Dill, a pop-up restaurant in the centre of Stockholm. The British two-star Michelin chef Michael Wignall composed a nine-dish tasting menu together with his team of English chefs. Dill was an immediate success and was fully-booked from the first day to the last. Celebrities and foodies were queuing to get a table. What nobody knew was that the food that was cooked at the restaurant was bought at Lidl, down to the smallest grain of salt.
Dill was open for three weeks. With only five days before closing we revealed that Lidl was behind the restaurant. Media exploded – newspapers, blogs, forums and on TV people talked about the restaurant and the origin of the food. Suddenly, Dill was on everybody's lips.
The DILL campaign proved to be very effective, from intermediate effects to brand values and brand consideration. It has also contributed positively to sales.