In September, a buzzworthy pop-up restaurant suddenly appeared in Stockholm. Christened Dill, it sold out every seat from opening day. Who could resist nine exquisite courses for just €60, sleek interiors, and celebrity chefs? Yet, Dill harbored a clever secret.
This wasn't your typical upscale venue. It was a masterful promotional stunt by supermarket giant Lidl. Every single ingredient in those gourmet dishes was sourced exclusively from Lidl stores. As their tagline aptly states: 'Sometimes you need to change the outside to get people to discover the inside.'
Watch the video below to witness the reveal.
What do you think of this ingenious stunt?
