Lidl Relaunches Its Brand in the U.S. Market

Lidl has relaunched its brand in the U.S. with a fresh marketing campaign aimed at boosting its name recognition and standing out from other budget grocers, particularly its German competitor Aldi. The campaign, featuring the tagline “The Super-est Market,” marks Lidl’s largest U.S. branding investment to date.

Michael Chao, VP of Marketing at Lidl US, highlighted the distinctiveness of the brand, stating, “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.”

A vibrant color scheme, incorporating the grocer’s corporate colors—bold reds, yellows, and blues—will play a central role in the new marketing approach.

Lidl US, a subsidiary of the global retailer with over 12,000 stores in 32 countries, first established its U.S. presence in 2015. The company currently operates 170 stores across nine east coast states and Washington, D.C.