‘Good on price – not so great on quality.’ Let’s face it, shoppers didn’t have the best perception of Lidl. They thought, if it was cheap, it was probably nasty. To change that, we looked to the age-old blind taste test – but taken up a gear! We set up a pop-up farmers’ market in East London and had Londoners unwittingly taste test Lidl food. We then captured their delight as they tasted the delicious food, which turned to surprise when we revealed that they could buy this for great prices at their local Lidl. As a general rule, it’s not a great idea to point out the negative perceptions people have about your brand, but we were confident enough in our story and in the quality of our products to break with convention and do just that.