How can we push the message from Lidl’s Freshness campaign towards students, in the middle of their exams period.  A period where healthy and fresh food are not highly ranked on student’s priorities lists.

Together with the team at BBDO, we opened the Lidl ”Straffe Kost” Pop-up restaurant at the heart of Belgium’s leading student city. The pop-up restaurant was opened 24h / 7 , in order to cater to all students in search for high quality foods at Lidl prices. All meals were made with Lidl products and ingredients maximised the super qualities of items like salmon, brocolli and other veggies.

With over 16.000 meals served, thousands of visitors, a high number of repeat customers and national media coverage on TV and in print press the pop-up was evaluated as a big success.

This project was awarded the Golden Belgian Event Award in 2018, for best B2C activation.