What does a two-Michelin-starred chef from Britain and a discount grocery store based in Sweden have in common? A posh pop-up restaurant called Dill. The grocery chain pulled off a creative and very successful marketing stunt. They hired Michael Wignall as a visiting chef for a 3 week long restaurant stint. Using only ingredients, from the meats down to the salt, they opened a wait-list only restaurant that served the highest of cuisine.

Once it was revealed that the restaurant was an anagram for LIDL Grocery, the public went wild. The restaurant chain couldn’t buy the positive publicity this generated.

Kudos to Lidl for showcasing “Good food doesn’t have to cost more” in an exciting manner.

Video credit goes to Creativity.com.