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, the aim of which is 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. The Auchan bird, already well-known from the logo, is “come to life” with a new technological solution and the involvement 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, who was appointed in the spring.

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

Auchan’s campaign is based on everyday experiences that are worth the effort. The aim of the repositioning is to make shopping a quality pastime and a series of conscious, smart decisions for customers, and to this end they will receive extensive support from the department store chain.

One of the most striking elements of the new platform is the renewal of the bird character representing the brand, which not only visually strengthens the brand identity, but also actively helps customers navigate by “coming to life” from the logo. 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 topicality, and its lovable personality will visually and content-wise unify Auchan’s messages.