Lidl strikes (again) with its croissant handbag

The German retailer never ceases to surprise the internet with its unexpected and unconventional marketing strategies. The latest one? The release of a croissant handbag developed in collaboration with New Yorker artist Nikolas Bentel. The leather bag mimics a paper package containing a croissant-shaped coin purse, accompanied by a shopping cart token with the Lidl logo engraved. Of course, the choice of the croissant was not random; it is one of the supermarket's best-sellers, with 122 units sold every minute according to the chain’s data in 2023 in the UK. While Bentel’s works typically sell for hundreds of euros, the “croissant handbag” is priced at a modest £50, about 60 euros. Additionally, all profits will be donated to NSPCC (National Society for the Prevention of Cruelty to Children), a charity focused on children's safety and well-being.

According to the artist's website, the bag was designed with a spirit of “a meeting of fashion and food”. This theme is not unfamiliar to the Italian-American artist. Indeed, the young man had already created a buzz with the “pasta bag” a few years ago. A vegan leather handbag with a golden chain resembling a pack of penne pasta. The product also comes in spaghetti and farfalle versions to appeal to Italian food lovers. But what is the idea behind such a campaign? Calum Marsh, in an article for GQ, analyzes that supermarkets like Aldi and Lidl have managed to forge a strong connection with consumers by keeping their prices low during an inflationary period when the middle class struggles to pay their bills. These chains have gained credibility and become essential partners in consumers' lives. A boon for these companies, which have capitalized on this opportunity to become a "cool" brand, transcending the traditional image of a discount grocery store.

In 2020, Lidl created a global buzz with its tricolor sneakers featuring its logo, sold at the almost ridiculous price of €12.99. The pieces, sold in a very limited edition (only 50 pairs available per store), caused chaos in stores as people rushed to grab them, even while social distancing was mandatory. Even celebrities like Djibril Cissé and DJ Snake were vying for this quirky product. Later, the rare sneakers were resold for €6,000 on sites like eBay. A successful campaign, to say the least. Behind the quirky and funny products is a meticulously crafted marketing strategy that allows the German company to project a "cool and young" image, blurring the lines between supermarket and fashion.