Discount grocer Lidl is trying to convert more Swedes over to its brand with a new campaign that furnishes customers with a dinner kit designed to persuade their friends to shop there.
But this is not your typical meal-in-a-box. The "Micromarket" box, devised by Stockholm agency Volt, provides its fans with fresh goods from Lidl to make a three-course dinner for up to six people.
But it's not just the about the food. It also contains Lidl branded clothes and baseball caps, store signs and even a Spotify-album featuring sounds from its stores. (These include the sound of cleaning the recycling machine, a shopping car moving and a one-hour "atmosphere" track). The point is to let customers convert their homes into mini-Lidls, and in turn, convince their dinner guests to become customers too.
The retailer is promoting the scheme with a TV commercial, directed by Traktor, as well as by print, OOH, radio, PR, social spots (below), point of sale and a web-based test to find out if you’re a "true Lidler."