In order to change the perception that low prices

equal low quality, we created a high-end restaurant in London’s trendy Shoreditch. We employed a Michelin Star chef and all the food and drink served came from Lidl.

Only the customers didn’t know.

 

The surprise came when they got the bill and rather than pay the menu price, they only paid the Lidl price. All the money went to CLIC Sargent the children’s cancer charity 

and the event achieved 117 pieces of media coverage, 

1.2 billion impressions worldwide and an advertising media spend equivalent of £4.2 million.