From supermarket aisle to fashion statement

Lidl

From supermarket aisle
to fashion statement

When Lidl asked us to reignite the buzz around its iconic Trolley Bag
by Nik Bentel & Lidl, we saw an opportunity to move beyond a traditional relaunch.

The challenge

Bring back attention for the giveaway, without repeating the same story.

Instead of relying on classic PR, we tapped into culture. Not by increasing volume, but by elevating context. Because if the bag was to stand out again, it needed a new place to belong. Together with ENFNTS TERRIBLES, a digital-first magazine with a strong Instagram presence, we repositioned the Trolley Bag in a high-fashion editorial setting. Not as a practical item, but as a statement piece.

By adopting their visual language and cultural credibility, the bag became aspirational again, reframed within a world of design, fashion and relevance.

The results

The campaign reached over 55K people and generated 55K+ views organically. But more importantly, it outperformed platform benchmarks, with 1.6K+ likes the content drove significantly higher engagement than average ENFNTS TERRIBLES posts. Turning a limited giveaway into a highly shareable fashion moment and repositioning a supermarket item as something people didn’t just want to win, but wanted to be seen with.