Auchan’s innovative and ambitious campaign ‘Colorfood’
Focusing on children's health, Auchan has undertaken a good mission.
Auchan and TBWA\Paris are launching an innovative and ambitious campaign, Colorfood, to prioritize health and play in children’s nutrition. The program, the first of its kind in the retail sector, is designed to help children eat healthier and is supported by a large-scale public awareness campaign.
According to a study published on the French National Health Insurance website in February 2025, overweight and obesity in children have reached alarming levels: 20% of children aged 6 to 17 are overweight, including 5.4% who are obese. The study is alarming: if authorities do not take urgent and effective action, an unprecedented epidemic could affect one in three children in France by 2030.
But what explains this rise in obesity?
The main reason is the increased energy density of meals – foods contain more fat, and portion sizes have increased. Nutritional quality is also a major concern: mono-colored foods are now widely available, along with increased consumption of fast food and sugary drinks.
These overly processed, fatty, monochromatic foods are often referred to in English-speaking countries as “beige foods.” Unfortunately, despite parents’ constant efforts to diversify their children’s diets, they have become ubiquitous on children’s plates.
A balanced meal is a colorful meal
Mass retail plays a major role here. Auchan decided to take action by spreading its simple idea: balanced food is colorful food.
With the support of nutritionists and health specialists, Auchan developed a fun, educational method to help children take ownership of healthier eating habits. These experts emphasize the importance of varying food groups and structuring each meal as follows:
- Protein (fish or meat): 80 g
- Carbs (rice, pasta, potatoes, etc.): 40 g
- Vegetables (broccoli, carrots, peas, etc.): 80 g
- Fruit: approximately the size of a clementine or a kiwi
- Dairy products (cheese, yogurt, etc.): 125 g for yogurt, 30 g for cheese
By combining these food groups, children receive a balanced and complete diet that promotes growth, cognitive development, and overall well-being. Promoting dietary diversity helps ensure that they get all the nutrients they need.
Campaign to raise awareness and combat childhood obesity
A large-scale communication campaign (in-store activations, music video, social media…) created and led by TBWA\Paris starts on February 4, 2026, on World Education Day, leading up to World Obesity Day on March 6, 2026.
“A balanced, complete, and varied diet is essential to ensure healthy growth in children and contribute to their overall well-being. That’s why we created a positive initiative to teach them how to ‘eat better’ while having fun. As a major player in mass retail, we have a role to play in addressing public health and societal challenges related to food and consumption. We want to take an active part in the collective conversation, alongside public authorities and committed stakeholders, to find solutions and take concrete action,” said Laurent Francony, Executive Director CSR & Quality.
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