A sales activation to celebrate the new bread department: a brown paper bag, to fill with freshly baked bread at low prices: the LIDL BROWN BAG, distributed door-to-door nationwide.

Local Artist George Baker recorded an new branded version of his original smash hit Little Green Bag, The new lyrics are all about the fresh buns, rolls, baguettes and cinnamon bread you can get and put in your Lidl Brown Bg.

The music video/tvc featured George himself, filling his own Lidl Brown Bag with fresh bread, walking in slow-motion through the supermarket, referring to the legendary opening scene of Quentin Tarantino's cult movie Reservoir dogs, that made George Baker's original song Little Green Bag a world wide hit for the second time, 40 years after its release.

- Mllions of brande LIDL Brown bags were distributed to all households in the Netherlands

- Recording a branded version of George Baker's hit record, the LIDL Brown Bag. The new lyrics are about the large variety of freshly baked buns, rolls and baguettes, all the fresh bread you can get

- The music video, also aired as tvc features George Baker himself, filling his own LIDL Brown Bag with freshly baked rolls, and walking through the store in slow-motion, referring to the legendary opening scene of Quentin Tarantino's breakthrough movie Reservoir Dogs, that made George Baker's original track Little Green Bag a world wide wide smash hit for the second time, 40 years after its first release.

- rise in bread sales of 800%!

- rise in market share of nearly 4%

- a huge amount of free publicity in national tv and radio shows, newspapers, blogs and magazines

- a boost of old rocker George Baker's musical career.