Lidl has found its croissant the inspiration to create a new accessory. The supermarket chain has presented “Neck Croissant”, a cervical pillow that reproduces on a large scale the appearance of its butter bun and which it debuted coinciding with Paris Fashion Week.
The piece imitates the golden color, volume and layers of the bakery product and takes advantage, above all, of a coincidence: the curved shape of the croissant It is close to that of the pillows commonly used to support the neck during travel.
Lidl has produced only 5,000 Neck Croissants, which will reach 25 European markets through different activations and competitions. The object is not presented as a conventional product for sale in supermarkets, but as a limited edition intended to transfer one of the chain’s everyday products to the realm of lifestyle and collectibles.
Original video: Lidl Malta on Instagram
The Neck Croissant made one of its first appearances aboard a flight to Paris, where Lidl surprised passengers by giving them the travel pillow.
Lidl e images Iris Love Unicorns on Instagram
The action continued in the French capital with a space designed to rest during the intense agenda of Fashion Week. Lidl set up a “Nap Room” in which guests and creators linked to fashion, gastronomy and lifestyle could use the Neck Croissant to relax between different appointments.
The experience prolonged the game between the accessory and the food that inspires it. Participants could rest with their pillow while watching a video dedicated to baking a croissant and, at the end, they received a croissant freshly made from Lidl.
The Parisian activation has been developed with Havas and has served as the starting point for a European-wide campaign that uses the context of fashion to focus on the company’s bakery category.
And, after its presentation in Paris, the Neck Croissant will reach consumers in 25 European countries. Lidl has produced a total circulation of 5,000 units that it will distribute mainly through contests and actions on its social channels.
The mechanics and dates vary depending on the market. In Hungary, for example, the company will raffle 51 units between October 8 and 12 through Facebook, Instagram and TikTok, with 17 pillows destined for each platform. In Portugal and Italy, specific actions have also been proposed on social networks.
A pillow that ends up leading back to croissant
The campaign does not stop only at replicating the product. Each Neck Croissant also incorporates a connection with Lidl Plus that allows access to a coupon to obtain a croissant real, with the specific conditions established in each market.
In this way, the journey that begins at Fashion Week and continues on social networks ends up returning to the point of sale and the product that originated the idea. The pillow functions as a teaser and object of desire, while the app acts as a link between the activation and Lidl’s bakery section.
“Our croissant is a symbol of breakfast for millions of customers. With this campaign we want to celebrate the spontaneous affection that people feel for our most iconic products”explained Andrea Francesco Varisco, Marketing Director at Lidl Italy. The manager also points out the intention to reinforce the consideration of Lidl as a “love brand” capable of generating conversation and community beyond the attributes of price and quality.
