Lidl is a German chain of discount food stores. They have had a difficult time to become credible on the Swedish market. Swedish people don't believe that low price food can have high quality.

We needed to create the ultimate proof that no one could disregard. We needed to challenge the food on an arena were only the very finest ingredients are excepted. And where the people would be the ones to judge it.

Like Nobel our banquet was live broadcasted in the parallel TV-channel. We mirrored the happenings at the exact same second - bringing in the entres, the main course, the dessert

This was live broadcast from The Le Bon banquet in commercial breaks, mirroring what happened in the stately controlled channel SVT.