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From 1 January 2007 and for the first time ever, hypermarket and supermarket retailers will be able to advertise on France’s Hertzian TV channels.

The Auchan chain has indicated that it will test out two TV spot ads in the first two months of the year and could devote 10% of its global ad budget, EUR10m (US$13.2m), to the medium if the “return on investment is in line with the objectives set”.

Auchan is planning two waves of TV ads at the start of the year, each over a three-week period, in the form of two “films” designed to bring out its brand image and as a launch pad for its new slogan: “La vie Auchan, elle change la vie” – loosely translated as “The Auchan lifestyle; it’s life-changing!” The chain has programmed a total of seven or eight films in 2007.

The Casino chain is focusing its entry into TV advertising on own brand products while the Champion chain will put the accent on the proximity of its outlets with a new slogan too – “Champion: Making daily life easier.” Meanwhile, smaller chains, such as Système U, will look primarily to TV to make its name known to a wider audience.