FIRST CLASS FOR ALL by Leo Burnett Iberia Madrid for Lidl

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Industry Supermarkets
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Director André Cardoso
Executive Creative Director Renato Lopes
Art Director Thiago Cruz E Pedro Hefs, Luciana Cani
Copywriter Erick Rosa, Fernando Duarte
Producer Cristina Almeida
Released September 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: LIDL & Cª
Product/Service: SUPERMARKET
Date of First Appearance: Sep 4 2010
Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Art Director: Luciana Cani/Pedro Hefs (Leo Burnett Iberia)
Copywriter: Erick Rosa (Leo Burnett Iberia)
Account Director: Paula Lopes/Inês Almeida (Leo Burnett Iberia)
Account Executive: Fernanda Manso/Frederico Bento (Leo Burnett Iberia)
Public Relations: Marta Guimarães (Leo Burnett Iberia)
Producer: Cristina Almeida (Leo Burnett Iberia)
TV Producer/Editor: Hugo Lage (Leo Burnett Iberia)
Producer Company: (Miss Dolores)
Executive Producer: Carlos Amaral (Miss Dolores)
Director: André Cardoso (Miss Dolores)
Photography Director: Rui Poças (Miss Dolores)
Chief of Production: Diogo Sereno (Miss Dolores)
Post Production: (Light Films)
Sound Production: (Dizplay)
Display: Tura (Leo Burnett Iberia)
Media placement: TV - SIC, TVI - 04/09/2010
Media placement: Internet - Website, Online Film - 04/09/2010
Media placement: Press - Newspaper, Magazines - 04/09/2010
Media placement: POS - Poster, In-Store Display - 04/09/2010
Media placement: Direct Marketing - Flyers, Mail - 04/09/2010

Insights, Strategy & the Idea
Show that low prices and high quality can co-exist, and by doing so, prove that a superb meal is within reach of every person. With this idea we wanted to show the upper class consumers that it was possible to prepare an excellent meal with low cost ingredients, and to the working class that low cost ingredients don't necessarily mean a low quality meal. In other words, LIDL has a First Class experience for all.

To prove this a First Class Meal to every Class on an international commercial flight, from First Class to Economy, with a meal prepared exclusively with discount ingredients purchased at Lidl.

Creative Execution
We served both groups the same gourmet meal, prepared with only discount ingredients purchased at LIDL. And at the one place where they all meet in a confined setting and time: a commercial airplane. A renowned Portuguese Chef was presented with the challenge of this task, and with the help of the airport catering crew, served hundreds of passengers the same First Class meal, and to the surprise of all, a meal made exclusively with discount ingredients.

Results and Effectiveness
The reactions of the passengers were the best we could expect, with most reacting instantly as the meals were served with excitement as we revealed that it was all prepared with discount ingredients. But most importantly, after the flight consumers could walk to a Lidl and experience the same meals, with recipes and discounted prices to deliver the message that First Class is indeed affordable to all. Hidden cameras recorded the passenger's reactions, and after the flight a TV campaign revealed these reactions. This resulted in extensive coverage in the media and increased attendance in each and every store.