| Title | EAU DE GRILL |
| Brand | LIDL FINLAND |
| Product/Service | LIDL GRILLIMAISTERI |
| Category |
B02. Consumer Products (incl.Durable Goods) |
|
Entrant Company
|
FOLK FINLAND HELSINKI, FINLAND
|
|
Advertising Agency
|
FOLK FINLAND HELSINKI, FINLAND
|
|
Media Agency
|
VIRTA HELSINKI, FINLAND
|
|
Production Company
|
DIRECTORS GUILD Helsinki, FINLAND
|
Credits
| Lasse Paasto |
Folk Finland |
Copywriter |
| Kimi Issakainen |
Folk Finland |
Art Director |
| Samuli Ollikainen |
Folk Finland |
Digital Creative Director |
| Pia Dahlman |
Folk Finland |
Account Director |
| Miika Hyvärinen |
Folk Finland |
Photographer |
| Tommi Laiho |
Folk Finland |
Creative Director |
| Max Perttula |
Max Joacim Cosmetics |
Perfumer |
| Ville Varesvuo |
Directors Guild |
Executive Producer |
| Juha-Matti Nieminen |
Directors Guild |
Producer |
| Otso Tiainen |
Directors Guild |
Director |
| Markku Aittola |
Franky |
Digital Producer |
| Lauri Sippola |
Lidl Finland |
CEO |
| Timo Hansio |
Lidl Finland |
Managing Director |
| Seppo Niemelä |
Lidl Finland |
Marketing Director |
| Christian Saukkola |
Lidl Finland |
Advertising Manager |
The Campaign
At spring time all the grocery store chains start to advertise their barbecuing products. Exactly at the same time and using exactly the same kind of advertising. The challenge was to do something that differs Lidl from its competitors.
Important factor in barbecuing is the recognizable scent. So our solution was to combine beauty industry and barbecuing by launching Eau de Grill perfume. The launch and advertising were loyal to the beauty industry.
The Brief
We wanted to create a buzz around barbecuing and make Lidl as a talking point in the media.
Execution
We hired the most famous perfumer in Finland to create the scent of barbecue. The end result was a luxurious perfume that was a combination of birch, lake atmosphere and airy smokiness.
We launched the perfume with a prestige event on 14th of April and gave free samples just for the press and bloggers. The perfume was sold during the summer as a part of Lidls barbecue selection.
All the big Finnish media such as the biggest newspaper and radio channel covered the story. Also dozens of others newspapers and many glossy magazines, such as Elle, were telling about the new perfume. Bloggers were posting stories, which helped to spread the story of Eau de Grill even further. All the limited edition perfumes were sold out during the summer.
The Strategy
Our strategy was to make barbecuing a talking point with the help of bloggers and media. We did this by offering them a completely new product and new angle to talk about it.