Affordable Prices and High Quality

Creative idea

Lidl had dominated price comparisons for years in Finland, but cheap price still implied lower quality to consumers. To permanently shatter this perception, we took over a high-end Michelin-starred venue (Finnjävel) and opened Lidlerie: an urban popup bistro serving gourmet food crafted exclusively from standard Lidl ingredients. Crucially, meals were sold strictly at cost price (menus from €12, wine glass from €1.54). By pairing fine-dining expertise with raw grocery pricing, we turned an abstract brand promise – high quality at low prices – into a tangible, delicious, and unbeatable cultural headline.

Brand name: Lidl
Advertiser / client: Lidl
Product / service: Retail Store
Campaign name: Lidlerie
Agency network: INDEPENDENT AGENCY
Agency: Mellakka Helsinki
Additional company: Mellakka Events, Lidl Finland
Agency chief executive officer: Annina Pikkumäki (Mellakka Helsinki)
Art director: Toni Kormano (Mellakka Helsinki)
Account director (agency): Erika Lumme (Mellakka Helsinki)
Strategic planner / strategist: Santtu Parkkonen (Mellakka Helsinki)
Pr director: Maritta Kettunen (Mellakka Helsinki)
Event production: Lotta Svensk (Mellakka Events)
Additional company: Project Manager: Santtu Lehtinen (Mellakka Events) Influencer Marketing: Aliisa Ikkala (Mellakka Helsinki) Head of Communications: Matti Tuomela (Mellakka Helsinki) Head of Marketing: Jonna Ritakoski (Lidl Finland) Marketing Project Manager, Partnerships: Sanni Koskinen (Lidl Finland)