McDonald’s –Billboard Bee Hotels
It’s estimated that 30% of Sweden’s wild bees are threatened. A big problem is that they lack places to live. As part of McDonald’s Sweden’s sustainability work restaurants have ...
September 13th 2013. Overlooking Stockholm’s harbour Sweden’s first pop-up restaurant Dill opened its doors. 2-Michelin star chef Michael Wignall served a stunning nine-course meal at a cut-throat price. In no time Swedish foodies discovered Dill and for weeks the place was fully booked. But on the final opening day a dirty little secret was revealed: Dill was a publicity stunt for Lidl and for his Michelin-inspirered dishes Wignall had only had used products from the German budget supermarket chain. The campaign was designed to express their belief that ‘Good food doesn’t have to cost more’. What a fantastic idea! This case study tells the whole story.