New communication strategy for the E.Leclerc chain of stores

• Increase the recognition of Leclerc stores and expand the reach of content,  

• Build the perception of Leclerc stores as attractive, interesting, and affordable, 

• Build a community around the brand among potential and actual customers, 

• Strengthen the new positioning

When preparing the new communication strategy, we focused on customer needs. We want our consumers to eat and live better every day. We developed and implemented a new communication idea and visual identity, which also appeared in stores, brochures, and other customer materials. 

 In the campaign launching the new platform, we used the slogan: Wybór w dobrej cenie (A choice at a good price)

Our communication is based on choice: by choosing to shop at E.Leclerc, you not only have access to a huge range of products, but these products are also available at a good price.

 E.Leclerc is positioned as the perfect place for everyday shopping. It is a store with a wide range of products at a good price – everyone will find something for themselves there! 

To support the need for new communication, we conducted a photo and video shoot, resulting in campaign assets that promote and explain the brand’s new communication concept.   

We implemented the activities in August 2023. Initially, we focused on building the brand’s visibility on Facebook and Instagram. Our goal was not only to increase brand awareness but also to gain customer trust. We achieved this through communication highlighting the wide range of products available in stores, tailored to consumer needs.

Facebook: 

On Facebook, we present product and promotional offers. New catalogs and promotions are communicated using formats that facilitate user conversion to the new brochures and the website.  

Instagram: 

Communication on Instagram is still focused on selection, but on this platform, we place particular emphasis on creativity. Graphics are generated using AI, allowing us to showcase products in a fun, attention-grabbing, and memorable way. 

Influencer Marketing: 

We also implement influencer marketing activities. Co-created content includes recipes using products available at E.Leclerc and videos showcasing the offer. This approach aims to increase the share of video content in communication, which not only engages audiences effectively but also presents the client’s offer in a compelling way.