Auchan innovates with a new brand strategy and a lovable character

By: Trademagazin Date: 2025. 05. 29. 11:46

On the occasion of its 27th anniversary, the Hungarian Auchan has not only prepared promotions and a prize draw, but the brand is also undergoing a comprehensive renewal, which aims to get even closer to customers. The company’s new communication platform is built on three key values: favorable price-value ratio, wide selection and reliable quality. Auchan’s new bird was created with a new technological solution and the use of artificial intelligence to act as a friendly and useful messenger to help customers navigate and make good consumer decisions every day, knowing the best offers.

“We based the renewal of our brand communication on customer research. The challenge was clear: how do we encourage customers to choose Auchan, and not just once in a while, but regularly

– said Géza Vincze, Managing Director of Auchan Hungary, appointed in the spring.

I considered it important to personally participate in this renewal. Based on the research, we identified Auchan’s distinctive features and advantages, which we want to build on in a new form. And to challenges such as distance and the time required for shopping, we sought answers together with our agencies that would turn these to our advantage. We developed a brand strategy that connects with customers not only rationally, but also emotionally.”

One of the most spectacular elements of the new platform is the creation of the little bird character, which not only visually strengthens the brand identity, but also actively helps customers navigate.

The role of the bird will continue to expand in the future, and its personality will increasingly reflect the values and goals of the brand. It will not only be the face of the brand, but will also function as an active relationship builder between customers and Auchan, whose long-term goal is to be present in people’s everyday lives not just as a department store, but as a reliable companion.

The little bird fills the slogan “Spórolj OkAuchan!” with topical issues, and its lovable personality will visually and content-wise unify Auchan’s messages.

Auchan is also using technologies based on artificial intelligence to implement the campaign. With these, they can create unique creative materials that respond to specific customer needs.

“Our goal is for our customers to see us not just as a store, but as a reliable partner who offers value, quality and experience at the same time – all at an affordable price. Artificial intelligence has opened up new dimensions for us in creative processes. This means not only innovation, but also flexibility, which is much needed in today’s rapidly changing market”

– added the company’s head.

The launch of the new brand platform is not just a campaign, but a long-term strategy that serves to make Auchan a lovable, value-based brand that builds an emotional connection with customers. The new slogan – “Save OkAuchan!” – sums up everything the new brand promise represents.