Lidl Retools Brand Approach to Appeal to More US Consumers

Dear Client:   Consumers have been increasing their trips to value and hard discount outlets in response to budgetary pressures. Indeed, Aldi saw an increase in visitors this summer, with visitation up more than 20% between May and July compared to the same period last year, according to Placer.ai.  So it makes sense that now is the time for Lidl— Aldi's fellow German company and discount grocery rival— to launch a major marketing campaign in the US to boost the