Nothing Succeeds Like When a Brand Surprises

Rachel - 15 th September 2015

The Black Arts Company recently developed a mysterious restaurant in Shoreditch for budget supermarket Lidl.

Guests would only find out at the end of the meal that they were being fed discount produce, when they received the receipt and recipe cards which showed them how to replicate the gourmet meals at home.

For the first two weeks, it was a well-guarded secret. The idea was that you would get a great experience but then be 'surprised and delighted' (the basis of all good brand work).

Your keenly priced meal comes to say £85.00 but the bill states, “because all our food & wine comes from Lidl it will only cost you £27.50.”

This got me thinking – what, as Brand Aligners, can us Vistarites take out of this?

  1. Don’t underestimate the power of 'try before you buy'.

  2. The best way to challenge perceptions is by showing instead of telling.

  3. Be true to your brand. Lidl showed that budget and low quality are not the same thing.

  4. The truth is in the product. Lidl proved beyond doubt that its food could pass the taste test.

  5. Provide a brand take-away, not just a memory. Lidl’s take-home recipe cards ensured people continued to interact with the brand.

  6. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou  

Has a brand ever sprung a surprise that’s knocked your socks off? Let us know on Twitter or Linkedin, where you can also find more news and views on the world of Brand Alignment.