Lidl announced that it plans to relaunch its brand in the U.S. this week in an effort to improve its name recognition. The marketing campaign’s tagline is “The Super-est Market” and represents the grocer’s largest investment in building its brand since it arrived in the country.
“We want to be more of an emotional, connected brand,” said Lidl’s US Chief Customer Officer Frank Kerr.
According to Kerr, the rebranding effort comes after research showed that only 58% of people in the parts of the U.S. where it operates were able to identify Lidl as a grocery store. To counter that, the German discount grocery chain hired a creative agency to devise a campaign that would position them as a supermarket chain and also “leverage our superpowers as a brand.”
Kerr added that Lidl is hoping to convince grocery shoppers to become passionate about its brand, pointing out that customers may leave but fans stay loyal and are more likely to stick with a brand.
Lidl opened its first U.S. store in 2017 and currently operates 170 stores in nine East Coast states and Washington, D.C. Outside the U.S., the company operates over 12,000 stores in 30 countries.
