Inspiring America to Rethink Grocery.

Bringing fresh thinking to the American grocery market.

Challenge:

In 2015, Lidl was a limited assortment grocery mainstay across Europe. When they set upon their aggressive expansion to the U.S. they ran into a problem they’d never come across: even though they were a beloved, go-to grocery store with 10,000 stores in 27 countries, they had zero awareness in the U.S. So they partnered with 160over90 to develop a unique brand that would appeal to the biggest melting pot in the world, America.

Insight:

The rising prices of groceries in the U.S. can largely be attributed to the overcomplicating of experiences in-store and online. Too much packaging. Too much overhead. Too much costs. With not enough thought. The US consumer needed someone to bring some fresh thinking to the complex world of grocery.

High Quality + Low Price, All In One Place? How is this possible?

Solution:

We helped Lidl launch their U.S. brand from the ground up with the “Rethink Grocery” platform, that invited shoppers to a freshly thought assortment built on simplicity, that never compromises on price or quality. The brand launched in 2017 with a 360 campaign including social content, broadcast, and in-store messaging that questioned the way people shop.