Lidl Relaunching Brand To U.S. Shoppers
Lidl US is embarking on a new marketing campaign as part of an effort to relaunch its brand to American consumers and highlight the differences between it and other grocery retailers.
Know for its assortment of private label products, officials with Lidl said the company is looking to put the “super” in supermarket by delivering a curated collection of own brand items, global imports, and everyday name brands.
The discount grocer has teamed with advertising and design agency MONO to create a new look for the company. This includes in-store signage, online videos, billboards, digital displays, and more.
"This brand relaunch allows us to reintroduce Lidl US in a big way, especially as we continue to grow our business,” said Joel Rampoldt, CEO at Lidl US. “We've always known how super we are. Now, it's time to spread the word."
Michael Chao, vice president of Marketing for Lidl US, added, "The Lidl brand is bold and distinctive. It represents a truly bespoke experience that's only available at our stores. This new brand campaign communicates all the best parts of the Lidl US shopping experience: the highest quality at the Lidl-est prices."
The German grocer, which opened its first U.S. store in 2017, today has more than 170 locations in nine East Coast states and Washington, D.C. After an aggressive store ramp-up, which included the acquisition of 27 New York and New Jersey Best Market stores in 2018, the grocer in recent years has bounced between opening new stores while closing others.
Additionally, 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.
In March of this year, several new faces were brought into the Lidl US executive team. They included Miguel Paradela, executive vice president of Purchasing and Chief Commercial Officer; Frank Kerr, chief customer officer; Tod Seiling, vice president of Fresh; and Chao.
