📈 Lidl’s New Push for Recognition
Lidl, the German discount grocer, is relaunching its U.S. brand on Oct. 16, aiming to improve name recognition. With an investment of $15M, this is Lidl’s largest U.S. branding campaign since entering the market in 2017. Frank Kerr, Chief Customer Officer for Lidl US, shared the details at Groceryshop, emphasizing the goal of making Lidl an “emotional, connected brand.” Research showed that only 58% of customers in Lidl’s operating areas knew it was a grocery store. The new campaign, titled "The Super-est Market," is designed to correct this and strengthen Lidl’s position on the East Coast.
🚀 Lidl’s U.S. Journey So Far
Lidl currently operates about 170 stores across nine East Coast states and Washington, D.C., but it has struggled to match the growth of competitors like Aldi. Despite ambitious plans, Lidl's U.S. expansion has been slower than expected. In the past few weeks, however, the company announced new store openings in New York City and Washington, D.C. Still, the brand remains behind its German rival, Aldi, which has a much larger presence in the U.S.
🔄 A Strategic Revamp for U.S. Success
To turn things around, Lidl is retooling 40% of its product assortment, adjusting SKUs, switching suppliers, and revamping packaging. Kerr described this as a "massive undertaking" involving 4,000 year-round products. Lidl’s focus remains on leveraging private label products while carefully selecting national brands to boost sales. It’s all about throughput, according to Kerr: "We operate on fast nickels, and our assortment must reflect that."
🎨 Marketing with Color and Consistency
Part of Lidl’s new strategy involves using corporate colors—red, yellow, and blue—across its marketing channels. Red will highlight discounts, while other colors will reinforce brand identity. This consistent use of color is aimed at building customer loyalty. "Fans stay loyal, and fans are excited to tell others about the discovery of your brand," Kerr said, underscoring the need to engage shoppers emotionally. Lidl is betting big on this rebranding effort to boost its U.S. performance and customer engagement.
Will Lidl’s new $15M campaign finally break through?
