German discount supermarket chain LIDL is known throughout Europe for its low prices but not necessarily for the quality of its food. So in Sweden, agency INGO Stockholm decided to change people's perceptions by opening a pop up gourmet restaurant, named "Dill", that, unbeknownst to its customers, sourced all its food from LIDL. The restaurant, open from September 9-October 4 this year, was helmed by British Michelin-starred chef Michael Wignall and served a nine course tasting menu priced at 50 euros. Opening to rave reviews, the restaurant was fully booked for its entire three week period. When it was finally revealed that Dill was an anagram of LIDL, it generated huge publicity for the brand across all media, with 24 million mentions, and became Twitter subject of the day twice.