The reactions of the passengers, were the best we could expect. With most reacting instantly as the meals were served with excitement as we revealed that it was all prepared with discount ingredients. But most important, after the flight, consumers could walk to a Lidl and experience the same meals. With recipes and discounted prices to deliver the message that First Class is indeed affordable to all. Hidden cameras recorded the passenger's reactions and after the flight, a TV campaign revealed these reactions. This resulted in extensive coverage in the media and increased attendance in each and every store.