Patisserie Lidl
The Romans
Client: Lidl
Introducing The Croissant Handbag—a leather bakery bag, a luxury croissant purse, and a detachable gold trolley coin. It turned Lidl’s humblest of baked goods into the hottest of fashion must-haves and led crowds in the tens of thousands through the doors of a bespoke LFW experience: Patisserie Lidl. People camped overnight. We had insane queues round the block. And this was repeated for two days on the bounce. But pop-ups don’t just fill themselves. We built mass awareness with a culture-riding campaign that made our pop-up a must visit for foodies and fashionistas alike. This campaign wasn’t just about a handbag. It was about making Lidl a brand people love, not just one they need. We flipped perceptions, turning “low price” into high demand, proving that creativity, boldness, and a little cheekiness can make Lidl a cultural icon. The Croissant Handbag and Patisserie Lidl made you feel part of something equal parts silly and special.Then to top it off, it was all for a good cause, with Lidl donating 100% of the proceeds to its term charity partner, the NSPCC.