Lidl wanted to create a campaign that would generate buzz and curiosity around their award-winning croissants. The goal was to engage the public in a playful, unexpected way, without relying on traditional branding or advertising.

We brought the concept to life by producing and coordinating the pop-up experience at Antwerp and Brussels Central Stations. Hosts handed out croissants with minimal clues, encouraging participants to scan a QR code to discover the secret: Lidl’s croissant had been voted the best. The setup combined live sampling, interactive storytelling, and digital engagement to maximize curiosity and delight.

Commuters were drawn in by the mystery, discovering Lidl’s award-winning croissants in a memorable, interactive way. The activation created excitement, drove digital engagement, and reinforced Lidl’s playful brand personality!

And most importantly everyone could experience the taste of the award winning croissant for themselves.