Lidl, a European-based grocer with over 11,000 stores in 32 countries, came to MONO to help relaunch the brand in the US. Lidl has always been different than the average grocery store, but we needed to get savvy shoppers who love to explore and experiment to shake up their grocery store rotation. To reintroduce the wonderfully weird (by design) brand to the US market, MONO created a fully integrated campaign that is unlike anything else in the grocery category — just in time for the busy holiday 2024 season. The campaign highlights how every aspect that makes Lidl special — from the quality meat and produce, unmatched bakery items imported from Europe, expertly curated selection, the wink of surprise, intuitive layout and jaw-dropping prices — is intentional, all driven by Lidl's ethos of simplicity and joy.