Lidl U.S. Taps MONO to Handle Creative Duties, Launches First Campaign to Further Growth

Lidl US, a leading European grocer, has launched its first U.S. campaign with newly appointed creative agency of record, MONO. The national campaign, titled “The Super-est Market” marks the introduction of a refreshed brand look and feel, which leans into Lidl’s distinctive primary colour palette, and a more irreverent and humorous tone that nods to the one-of-a-kind feeling shoppers feel when at Lidl —  just in time for the 2024 holiday season. 

The campaign is anchored by a :30 hero spot, which showcases all the ways Lidl is the Super-est market. A grocery market where the fresh baked croissants are the buttery flaked-est, the produce is the ripe-est and the vibes are the vivacious-est. The holiday campaign will be in-market through 2024, with evergreen brand creative launching in 2025. Campaign elements include online video, retail and billboard OOH, digital display, social, in-store units and more. 

MONO was named creative agency of record for Lidl earlier this year after a competitive pitch. The Minneapolis-based advertising and design agency will serve as a business partner to the brand, helping Lidl enhance its positioning as a US grocery market leader. The agency will spearhead brand strategy, brand design, in-store design, creative development, as well as lead the brand’s inter-agency team. Through this work, MONO will increase brand awareness and tap into new and existing audiences.

With global headquarters in Germany, Lidl U.S. aims to build brand awareness and drive sales in support of its expansion efforts, reintroducing the brand to U.S. consumers. The retailer has ambitious plans to enter new markets in the coming years. Lidl opened its first 10 stores in the U.S. in June 2017 and currently has about 170 stores and counting across nine states, primarily on the east coast.

“We are excited by the grocery and retail expertise our new partners at MONO have brought to the table across creative and brand storytelling,” says Michael Chao, marketing VP of Lidl. “This is an exciting time for Lidl as we continue bolstering our presence in the US market, and we are confident we have the right team in place to enter this new era.” 

“We’re proud to join forces with Lidl,” said Chris Lange, founder and chief creative officer at MONO. “We’re energised by their creative appetite and ambitious growth goals and couldn’t be happier to work in lockstep to chart the new era of Lidl in the US. This campaign is fun, bright and so different from anything else in the grocery category.”

MONO’s new campaign for Lidl is the latest in a long history of working with some of the world’s largest retailers. Most recently, MONO launched its first campaign for Macy’s titled “Summer’s Greatest Hits.” MONO also previously led creative duties for Target and Walmart Grocery. The agency has also worked with Sam’s Club, Advance Auto Parts, Sperry, and other iconic retail brands.