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Lidl will relaunch its brand in the United States next week in a bid by the German discount grocery chain to improve its name recognition after years of struggling to build momentum on this side of the Atlantic, according to a top executive of the company’s U.S. division.

The marketing campaign, which carries the tagline “The Super-est Market,” represents the largest investment the grocer has made in building its brand in the U.S. since it arrived in this country, Lidl US Chief Customer Officer Frank Kerr said Tuesday during a panel session at Groceryshop. The campaign will kick off on Oct. 16, Kerr said after the session.