After the big success attained by the opening of the first Lidl pop-up restaurant in Madrid, this Christmas, the supermarket giant decided to move up and take their gastronomic gourmet Deluxe experiences to different parts of Spain. For yet another year, the international company trusted our services to join them in this special, experiential PR action related to their Christmas campaign ‘Las Navidades Imperfectamente Perfectas de Lidl’.
Thus, Lidl toured different Spanish cities (Madrid, Valencia, Barcelona, and Seville) for one week only. An exciting Road Show which was an important logistics challenge for our teams due to the setting up and dismantling of all food hubs in each of the destinations.
Our event division, together with Lidl, was part of the location scouting process. The objective was to find unique, exclusive spots that thrilled the event guests: a parking lot in Madrid, an old chapel in Valencia, a hangar in Barcelona, or an industrial warehouse in Seville.
The whole production, decor, catering management, assembling and dismantling was fully accomplished by our teams. A menu created by ‘Top Chef’ David García was served by Sixsens, the catering brand by Caritina Goyanes. beon. also managed the venue seating, the invitations, and all the designs production. Everything was planned under the shared goal of highlighting how excellent gourmet experiences may fit all budgets.
Besides, our communication division worked hard to maximize the impact of the trendy campaign in the social media, by means of different actions which included a contest in the different brand’s media profiles where participants must describe their dinner experiences. Winners could enjoy a gastronomic experience in a location of their own choice. Our agency also coordinated the presence of important influencers in the industry in each of the cities hosting the gastronomic Road Show.
A communication office elaborated the press releases segmented by city and media addressed, and accomplished an extensive follow-up of all the contents. Thanks to a viral, massive attendance, brand positioning was reinforced in all media.
Numerous Spanish primetime celebrities joined the event to support this gastronomic experience.
