Lidl - Cămara Noastră - La Iordache

Vintage kitchen with pots hanging above stove, rustic utensils, and a table with mugs and a floral arrangement. Nearby, a bookshelf holds old, yellowed French cookbooks. Overlayed text reads 'Lidl La Jordache'.

In a nutshell

Challenge

Lidl is a German supermarket that sells some of the oldest, most authentic Romanian specialties under the private label Cămara Noastră. Hard to believe? Indeed.


Solution

To prove people that’s true, we found the oldest chefs in Romania and asked their help to reopen an iconic 100 year old restaurant. Along with Masterchef Florin Dumitrescu, they recreated the menu entirely out of Lidl’s Camara Noastra private label and invited everyone to taste it.

Results

+450.000 unique visitors who tried to make a reservation online.

A pop-up experience replicated in 5 cities around Romania.

Fully booked in the first 24h.


MRM//McCann Romania 2016

A wooden table with an open antique book, a magnifying glass resting on the book, a hand spreading cream or butter on a piece of bread, several jars and containers, some slices of bread, and decorative dried flowers.
Two senior male chefs in a rustic kitchen with baked goods and cookies on a wooden table and shelves.
A laptop on a wooden table displaying a website for La Dordache, a restaurant specializing in authentic Romanian cuisine, with a black background.