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“I 25 giorni Auchan” (the 25 Auchan days) is Auchan’s most important promotional operation. To promote it on the web a character was created that was ready to fight in defence of consumers and saving: Nonna Aldina. The likeable old lady behaving eccentrically in the hypermarket was a success and she became the protagonist in many other web videos used to launch the Auchan Facebook page, support commercial operations throughout the year and at Christmas.
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