Lidl Updates Brand to Win More US Customers

German discount grocer Lidl is getting a colorful makeover in the U.S. The company announced it has relaunched its brand to boost name recognition and set itself apart from rivals like Aldi.

The new look, developed with ad agency MONO, spans everything from in-store signage to digital ads. Expect to see Lidl's signature red, yellow and blue color scheme popping up on billboards and in social media feeds.

"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."

Dubbed "The Super-est Market," the rebranding campaign represents Lidl's biggest investment yet in building its U.S. presence. The company first planted roots stateside in 2015, establishing its headquarters in Arlington, Virginia. Today, Lidl operates over 170 stores across nine East Coast states and Washington D.C.

With over 12,000 stores globally and 341,000 employees, Lidl isn't just focused on expanding its footprint - the grocer wants to change how Americans shop.

"We see beyond the milk, bread, and produce—we see a chance to revamp your fridge and your finances," the company said in a statement. "Lidl US cares for your wallet like you care for a carton of eggs. With such unbeatable savings, you'll be able to fill your cart without breaking the bank (or even an egg)."

Walk into a Lidl and you'll find a curated mix of private label goods, global imports, and familiar brands. Customer favorites include 49-cent croissants, Italian-imported parmesan, and Bon Gelati ice cream bars. The highly selective assortment helps keep prices low and quality high.

"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.

by Alex Bailey | October 28, 2024 | SHARE