Lidl turns its iconic croissant into a must-have item and launches the NeckCroissant

Lidl turns its croissants into genuine travel pillows with a unique and unmistakable style, ready to take centre stage in skies around the world.

The “NeckCroissant”, so realistic that it could be mistaken for an XXL version of the original pastry, will be available in a limited edition in 25 European countries where the retailer operates. For the occasion, an exclusive run of just 5.000 items has been planned, intended to make this accessory a true cult item for brand enthusiasts.

Lidl Italy customers will not be able to purchase the “NeckCroissant” in stores, but will have the opportunity to win this collector’s item from Monday 12 October, thanks to a special initiative planned on the retailer’s official Instagram profile.

"Our croissant is a true breakfast symbol for millions of customers. With this campaign, we want to celebrate the spontaneous affection people have for our most iconic products. We want to demonstrate how Lidl is a love brand capable of going beyond its renowned value for money and quality by making people smile, creating trends and making them feel part of a large community," comments Andrea Francesco Varisco, Lidl Italy’s marketing director.

The international campaign, featuring Lidl’s soft, flaky croissant and icon of Italian breakfast, aims to celebrate the quality and freshness of the products that every day help make the bakery area of its stores customers’ favourite. With the “NeckCroissant”, the retailer strengthens the unique connection it has managed to build over the years between the world of lifestyle and its own product range.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.