We needed to promote Lidl's discounted prices and quality. And show that low prices and high quality can co-exist. And by doing so, prove that a superb meal is within reach of every person. With this idea we wanted to show the upper class consumers that it was possible to prepare an excellent meal with low cost ingredients. And to the working class that low cost ingredients don't necessarily mean a low quality meal. In other words, LIDL has a First Class experience for All.

We served both groups the same gourmet meal, prepared with only discount ingredients purchased at LIDL. And at the one place where they all meet in a confined setting and time: a commercial airplane. A renowned Portuguese Chef was presented with the challenge of this task, and with the help of the airport catering crew, served hundreds of passengers the same First Class meal, and to the surprise of all, a meal made exclusively with discount ingredients.

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.

Besides extensive media coverage which can be seen in the website, http://firstclassresults.tumblr.com, LIDL was able to present itself to the general public as also a destination for gourmet and high quality products. In terms of media exposure, The First Class for all was covered in special Features such as the IMAGENS DE MARCA show. One that is nationally syndicated and presents marketing strategies and new ways brands are advertised in Portugal and abroad. It was also featured in LUX magazinhe online. LUX is the equivalent of People Magazine. It was important for it displayed, shared and explained how to prepare every recipe served on the plane to and upper class audience. It was also extensively covered on marketing sites such as MEIOS E PUBLICIDADE, BOAS NOTICIAS, E-IDEIAS, YPSOLON2, NFM, just to name a few. Most, very relevant in the Portuguese market. And to sum it up, during the campaign, through LIDL’s own website, people were invited to watch a short documentary about the campaign, which has been watched by thousands and can be seen at http://www.youtube.com/watch?v=QsU1Vv1Eu_8