Lidl US relaunches brand with new ad campaign
Lidl US is embarking on a new marketing campaign to relaunch its brand with American shoppers.
The European discount grocer, which entered the United States in 2015, has partnered with advertising and design agency MONO to create a new look featuring in-store signage, online videos, billboards, digital displays and more.
"We're passionate about the quality and variety of our offerings, and especially how we help shoppers save money," said Joel Rampoldt, CEO at Lidl US. "This brand relaunch allows us to reintroduce Lidl US in a big way, especially as we continue to grow our business. We've always known how super we are. Now, it's time to spread the word."
The marketing campaign for the brand is centered around putting the “super back in supermarket” by promoting its private label products, global imported items and fresh produce, meat, baked goods and produce. It features Lidl’s blue, red and yellow colors and images of real food items.
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"The Lidl brand is bold and distinctive. It represents a truly bespoke experience that's only available at our stores," said Michael Chao, VP of marketing at Lidl US. "This new brand campaign communicates all the best parts of the Lidl US shopping experience: the highest quality at the Lidl-est prices."
Prior to its marketing rebrand, over the past 14 months, Lidl US has seen several changes to its leadership team. In August 2023, Rampoldt replaced then-CEO Michal Lagunionek who stepped down.
Germany-based Lidl operates more than 12,000 stores and is active in 32 countries, employing more than 360,000 employees globally. The grocer operates more than 170 stores in the U.S. across nine East Coast states and Washington D.C.
