The Croissant Bag

Idea

Enter the Croissant Handbag: Designed in collaboration with provocateur designer Nik Bentel, it wasn’t just an accessory, it was a cultural moment that merged the worlds of luxury fashion and affordable shops.  

The campaign unfolded in three simple phases:   

Phase 1: Pre-Launch Hype: We launched the news of the release three days ahead of the bags being available to blanket coverage, including a full page exclusive in The Times. But it wasn’t just the Nationals driving conversation, we also had the hype and fashion titles, and thousands of unpaid organic social posts. The bag went viral.  

Phase 2: The Sellout: Over 10,000 people were queueing online the minute before the bags dropped, with a sellout announced as soon as the orders could be digitally processed. The Bentel Team said it was the most traffic they had ever had for a single launch.  

Phase 3: The London Fashion Week Pop-Up: Knowing we were going to launch our own pop-up - patisserie Lidl - to hijack the conversation even more, we held back exclusive units only for IRL customers. The result was queues around four corners across both days. You’d have thought it was LV or Supreme. People came, camped and resold. Everyone got a baked treat.