Reinvent a key player in mass retail by bringing its USP, “the best choice,” to life across all touchpoints.

In 2025, Auchan is reinventing itself to face major challenges: a loss of market share, declining competitiveness, and an urgent need for modernization. The goal is clear: to relaunch the brand with a new positioning and a renewed identity, responding to the expectations of today’s consumers.

To bring about this transformation, Auchan is rolling out a new corporate platform focused on choice, encapsulated in a strong slogan: “Le choix, le bon” (The right choice). This slogan embodies the values of proximity, quality, and responsibility, redefining Auchan’s role as a product selector in the interests of its customers.

ZAKKA is supporting Auchan in translating this positioning across three areas of expression.

Visual territory: Modernization of the visual identity while preserving the brand’s historical codes and reinforcing attribution and immediate recognition.

Editorial territory: A unique brand tone, aligned with the slogan “The right choice,” which emphasizes choice and customer support.

Experiential territory: Embedding the strategy into everyday operational practices, so that every customer leaves with at least one reason to choose Auchan.