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Lidl Launches New Appeal to U.S. Shoppers: ‘We’re the Super-est Supermarket’

Lidl storefront
Image courtesy Lidl

Discount grocer Lidl is a big player in Europe, with more than 12,000 stores in 32 countries. But its reception since launching in the U.S. in 2015 has been more of a slow burn. The company now operates 170+ stores across nine east coast states and Washington, D.C., and it’s looking to boost its profile among American shoppers with a new brand campaign that will make it “impossible to not know who we are.”

Lidl launches fresh appeal to U.S. customers including a new brand look.
Image courtesy Lidl

In partnership with advertising and design agency MONO, the grocer has developed a new look that is now on display across in-store signage, online videos, billboards 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 U.S. in a statement. “This brand relaunch allows us to reintroduce Lidl U.S. 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.”

To do this the retailer is doubling down on what it sees as its key differentiators in a country chock full of grocery chains: quality and affordability.

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“Buckle up, because Lidl U.S. is here to take your tastebuds on a joyride through the aisles, offering the highest quality products at the lowest prices,” reads a press release announcing the new campaign. “We’re putting the ‘super’ in supermarket (make that The Super-EST Market). Lidl U.S. 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). From imported cheeses to fresh meats and seafood, you’ll get to experience the quality we’re famous for in Europe — without using your passport.”

The campaign follows an executive revamp earlier this year, which included the appointment of the company’s first-ever Chief Customer Officer.

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