Case Study: Lidl Secret Garden


As part of their business growth strategy, Lidl challenged us to broaden their appeal beyond a core customer base of price sensitive shoppers, by appealing to a younger, more affluent, urban customer. Our brief was to create an experience that would challenge their misconception that Lidl’s offering was based on a low cost, low quality offering.


We worked directly with Lidl on engaging this new customer by establishing strong credentials in fresh produce, healthy eating and cooking great food from scratch. A key challenge in this regard was overcoming the misconception that low cost involves a trade-off in terms of quality. Furthermore we had to dispel any stigma of shopping at Lidl, and replace it with a sense of discovery, surprise and pride.


We came up with The Secret Garden. The concept was simple – set up a pop up restaurant in the middle of dublin’s temple bar, get two celebrated up-and-coming young chefs to design the menu, and set up an unbranded website to take lunch and dinner bookings. The twist? What people didn’t know, was the Secret Garden’s real secret… the meat, the fish, the fruit, the vegetables and every other item on the menu was purchased at Lidl.


It fast became a sell-out event. On the last night a selection of key media were invited for dinner, all of whom had given the pop-up rave reviews in print earlier in the week. As people finished their desserts, the Lidl logo was revealed at the bottom of their plates, and the secret was out. It went down a storm both online and in the traditional media, and has gone on to win numerous awards and notch up some impressive stats: 3850 Facebook likes / 1,800 Twitter followers / 8,478 online engagements over 72 days / Over 80 press articles / Trending topic on Twitter on 8th May (after reveal) / +35,000 views of video on YouTube /160 people ate every day in the Secret Garden– 800 people over the week / €24,000 raised for Barretstown.