The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Brand Transformation / Single
Annual ID
140567A
About the Work
Lidl is a European discount supermarket chain. For years Lidl tried to convince Sweden about the quality in their products. Low price and quality just don't go together.
We built and opened a gourmet restaurant. The British two starred Guide Michelin Chef Michael Wignall was in charged of the cooking.
The restaurant, named DILL was an immediate success.
What nobody knew was that ALL food that was used was bought at Lidl, down to the smallest grain of salt. Dill was open during 3 weeks.
After two and half weeks we revealed that Lidl was behind. All media exploded. Dill generated more than ? 8 million of free media space. The media reach after two weeks was 24 million. In Sweden.
Before the campaign only 10% in sweden considered shopping at Lidl. After it increased to 33%. The year ended as the first profitable year for Lidl in 10 years.
We built and opened a gourmet restaurant. The British two starred Guide Michelin Chef Michael Wignall was in charged of the cooking.
The restaurant, named DILL was an immediate success.
What nobody knew was that ALL food that was used was bought at Lidl, down to the smallest grain of salt. Dill was open during 3 weeks.
After two and half weeks we revealed that Lidl was behind. All media exploded. Dill generated more than ? 8 million of free media space. The media reach after two weeks was 24 million. In Sweden.
Before the campaign only 10% in sweden considered shopping at Lidl. After it increased to 33%. The year ended as the first profitable year for Lidl in 10 years.
2014 Awards
Total Points: 5
Merit
Credits
Agency
INGO Stockholm / Stockholm
Art Director
Rikard Holst
Creative Director
Bjorn Stahl
Designer
Kerstin Engberg
Andreas Mandahus
Writer
Josefine Richards
Agency Producer
Marcus Alm
Related Awards
