{
  "id": 16729750,
  "title": "Marketing: A stuffed croissant for the neck - and the hype is ready",
  "url": "https://urgent.news/2026/10/27/marketing-ein-pluschcroissant-fur-den-nacken-und-fertig-ist-der-hype",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-27T09:50:00.000Z",
  "source": {
    "name": "Handelsblatt",
    "slug": "handelsblatt",
    "url": "https://www.handelsblatt.com/unternehmen/handel-konsumgueter/marketing-wie-lidl-mit-einem-plueschcroissant-die-sozialen-medien-erobert/100263538.html"
  },
  "original_language": "de",
  "account": "A German discount retailer with a four-letter name staged a fake incident on a flight to Paris during Fashion Week in September, as seen in an Instagram video. The flight was supposedly diverted to Berlin, but instead of anger, passengers were given a humorous consolation prize by influencer Riton: a neck pillow shaped like a croissant, dubbed a \"Neckcroissant\". The retailer has distributed 5,000 of these pillows in 25 countries, and on October 17, 600 more were given away at a pop-up event in Berlin. The company claims it has no plans to sell the pillows, but may reconsider if they prove successful.",
  "summary": "A pillow in the shape of a croissant is playing the leading role in the latest marketing campaign by a German retailer. Our author thinks: the neck croissant can give us hope.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}