DILL

Insight

We have a tendency to think that food that is cheap is very low in quality.

Idea

A gourmet resteraunt where all the ingredients are sourced from LIDL.

Execution

Create a fancy pop-up resteraunt called 'DILL' where the food is sourced exclusively from Lidl.

Notes

Seen this idea many times over the years in different forms, assuming this was maybe one of the first? Can't argue with it. Really well executed and lovely touches throughout the design of the store.