Lidl introduces croissant-shaped travel pillow at Paris Fashion Week

Lidl made a notable appearance during Paris Fashion Week by unveiling the 'NeckCroissant,' a travel neck pillow designed to look exactly like the retailer’s signature bakery item. The company introduced the accessory to passengers on a flight to the French capital, emphasizing its realistic design that mimics the store's fresh pastries.

Following the event, Lidl announced that the limited-edition pillow will be available to customers across 25 European countries, including Cyprus. Starting October 8, 2026, the company will organize a raffle for these items, with only 5,000 units being produced worldwide. Each box also contains a digital discount coupon for the Lidl Plus application, which can be redeemed immediately.

This promotional campaign leverages viral marketing tactics, positioning a functional travel accessory as a collectible fashion item for food enthusiasts and trendsetters. The initiative highlights the brand's efforts to integrate its bakery identity into broader lifestyle marketing.