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Entrant: INGO Stockholm, Sockholm

Lidl Discount Food Stores
"Dill - The Restaurant"

Corporate Name of Client: Caroline Forsshell
Agency Account Director: Marie Klinte
Account Manager: Joachim Ewert
Planner: Thomas Weigle
PR / Marketing: Kamran Aldamar
Agency: INGO Stockholm, 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 was 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.