In mid-September, Lidl decided to launch its communication around its Christmas log. Even if this cake is not the first product that Lidl has used to give it its favorite colors (there have already been sneakers, flip-flops, towels and mattresses and other accessories), it is above all the early nature of the announcement which is surprising…
The Christmas log, a haute couture pastry event
By anticipating (as much) the announcement of the release of its Christmas log, Lidl is above all giving itself a share of the pie of an event that has become unmissable for the gastronomy world. The log is the haute couture of pastry and like the autumn collections which are presented in spring, it is appropriate for many chefs and gastronomic establishments to present to the press at the start of the school year the dessert they will serve for the Christmas and New Year.
This meeting, which arises from a marketing problem linked to the closure of magazines, is now particularly followed and commented on on social networks. This is the only real novelty, which today allows everyone to know that the Lidl dessert will be on the shelves from November 1, at the overall affordable price of 5.99 euros (for 490 g).
At the same time, we learned that Pierre Chirac designed for Stéphanie Le Quellec a round log reminiscent of the wave of a drop falling on the ground, that Anne-Sophie Pic imagined in Valence a log in the shape of a green wall and chocolate or that Eric Raynal, at the Château de Berne, in Provence, will offer a log… in the shape of a log with bark made of crispy chocolate and cocoa nibs.