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Non-Traditional
Experiential

Gold Winner

Entrant: INGO Stockholm, Stockholm

Lidl Discount Food Stores
"Dill - The Restaurant"

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Corporate Name of Client: Lidl Discount Food Stores
Head of Client Services: Caroline Forshell
Agency Account Director: Marie Klinte
Account Manager: Joachim Ewert
Planner: Thomas Weigle
PR / Marketing: Kamran Aldamar
Agency: INGO, Stockholm
Global Chief Creative Officers: Tham Khai Meng (Ogilvy)/
    Tor Myhren (Grey)
Executive Creative Director: Björn Ståhl
Copywriter: Josefine Richards
Art Director: Rikard Holst
Agency Producer: Markus Alm
Senior Designer: Kerstin Englund
Designer: Andreas Mandats
Production Company: Acne, Stockholm
Director: Markus Svanberg
Executive Producer: Petur Mogensen
Producer: Fredrik Skoglund
Digital Producer: Daniel Rytz
Digital Designer: Fredrik Lundberg
Music Composer: Oskar Fågelström
Music Performed By: Oskar Fågelström
Event Producer: Anna Högkil

Description of the Project:
PROBLEM:
Lidl is a chain of discount food stores. Unfortunately people in Sweden don’t believe that high quality and low price go together.
 
SOLUTION:
We built a pop-up restaurant in Stockholm named Dill. The Two-Star chef, Michael Wignall, and his British team were in charge of the cooking. 

What nobody knew was that ALL the food was bought at Lidl.

Dill was open for 3 weeks and served a nine course tasting menu providing a direct gourmet experience of Lidl’s products. When we revealed that Lidl was behind the restaurant all media exploded. 

RESULT:
Dill sparked a national debate about food quality and low prices. The 3 weeks were fully booked in 29 minutes. 500 people on the waiting list. The following 4 months were the most profitable since Lidl was established in Sweden 10 years ago. 2013 was Lidl’s first profitable year ever in Sweden.