2024-01-06 16:38:19
Discreetly open the packaging decorated with golden letters of the Lidl galette des rois and feel the frangipane pastry. In the blue and yellow store in Montrouge (Hauts-de-Seine), many buyers inspect their cake more closely. To check its thickness often, but not only. Inside the discounter’s pastries are 60 winning heart-shaped beans. The lucky ones who stumble upon it will benefit from a 1,000 euro voucher that can be used in Lidl stores.
Since December 7 and until January 14, Lidl is launching an operation that closely resembles the hunt for the golden ticket in “Charlie and the Chocolate Factory”. On social networks, TikTok or Facebook, the search for the winning bean arouses desire. Many people say “go buy all the pancakes from Lidl” or hope “not to choke on the winning bean”. The treasure hunt, renewed for the 2nd consecutive year, this time doubles the number of potential winners. It’s about making people dream a little and, in a context of inflation in food prices, “making life a little easier for the consumer”, according to the Vianova agency, in charge of press relations for Lidl.
The price of the cake offered by the discounter is competitive. At 4.49 euros per pancake for 5/6 people cooked on site, the brand offers one of the cheapest butter versions on the market. Even more affordable than the home-cooked version of Picard frozen foods, which was popular from the comparison of 60 million consumers in 2022.
Surprisingly, communication is very discreet or even absent in store, where we preferred to highlight current reductions using red posters indicating “Cheaper!” “. Even the famous pancake benefits from it, since it is sold with a 15% reduction, or 3.79 euros until January 9.
Ingots worth around 330 euros
Other brands are imagining treasure hunts for Epiphany. Twenty-six bakeries (including three in Paris, in the 7th, 12th and 16th arrondissements) are joining forces with the Comptoir national de l’Or to win a bar worth around 330 euros. To participate, you must scan the QR code present in the pancake bag. A winner will be drawn at random from each participating bakery.
Our colleagues from Ouest-France report an initiative in La Flèche (Sarthe), where a baker has hidden a particular bean which will allow you to win a porcelain egg covered with 24-carat gold. Value: 400 euros. In Nantes (Loire-Atlantique), the Oldü bakery hid three small ingots of 5 to 10 g with a total value of 1,280 euros. In Brittany, a craftsman from Finistère promises his customers a diamond (200 euros) or a Napoleon (220 euros).
To date, no winner has yet been announced at Lidl. All hopes are therefore allowed. Carole, who plans to share it with her three children that same evening, smiles: “I haven’t started the year so well, I hope that will improve things! »
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