Lauwie mascot costume brings two Jumbo stores to life

How do you give your supermarket its own, local identity? For franchisees Sebastien & Céline of Jumbo Lauwe and Jumbo Menen, recognizability was important. That’s why they wanted to create something unique and recognizable for both stores. HThe idea for their own mascot suit arose from that desire. Not just any character, but a mascot with its own name and personality that fits both stores. That’s how Lauwie was born: a big, cheerful elephant who has since become the face of Jumbo Lauwe and Jumbo Menen.

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Roy Spitters

Give Jumbo Lauwe and Jumbo Menen their own distinctive identity.
Develop a mascot that customers immediately associate with the stores.
Engage children and families in a fun way at the supermarket.
Increase local visibility during events.
Creating relatable content for social media and video.

A familiar face

Lauwie has become the recognizable face of Jumbo Lauwe and Jumbo Menen, giving both stores their own distinctive look.

Visible monthly

The mascot costume is used every month at local events and also helps boost visibility outside the store.

A favorite among children

Children react enthusiastically to Lauwie, reach out to him, and are more than happy to have their picture taken with the cheerful elephant.

“We bring Lauwie to events every month. The kids love him and are eager to have their picture taken with him. The costume is high-quality, and the design is beautiful and well-made.”
— Sebastien Sintobin, franchisee of Jumbo Lauwe and Jumbo Menen

Our approach: designing a mascot that fits the store

A good mascot doesn't start with the costume, but with the identity you want it to convey. That's why we work with the supermarket manager to assess the supermarket's character, its target audience, and the occasions when the mascot will be used.

For Jumbo Lauwe and Jumbo Menen, the character was meant to be cheerful and approachable, appealing primarily to families and children. At the same time, Lauwie had to be distinctive enough to become a recognizable face for both stores. The choice fell on a large, friendly elephant with a look that fits the welcoming atmosphere of the supermarket.

When designing a mascot design , we look at more than just the character’s appearance. The use of color, shapes, recognizability, and practical applicability also play an important role. After all, the end result must not only look good on paper but also come to life when the mascot walks through the store or at a local event.

Have a mascot costume made as part of your local identity

A having a mascot costume made is therefore more than just designing an eye-catching costume. It can become an integral part of your supermarket’s local identity.

You can clearly see this with Lauwie. About a year after its introduction, the mascot is still used regularly. By consistently featuring the same character in the store, at local events, and on social media, brand recognition is growing.

It is precisely this repetition that is important. Customers will increasingly associate the mascot with the store. For children, Lauwie will become a familiar face, and for parents, he will be part of the local identity of Jumbo Lauwe and Jumbo Menen. In this way, a single creative element serves multiple purposes: enhancing the in-store experience, increasing local visibility, providing social media content, and fostering personal connections with customers.

The basis of this campaign

Concept used

Behind every successful campaign is a strong foundation. Discover which concept—or combination of concepts—was used to make this case a success.

Show off your local identity

Mascot

A mascot makes your supermarket recognizable, approachable, and personal. Whether it’s a cheerful animal, a local hero, or a unique character developed specifically for your store, a mascot creates an experience and fosters a strong emotional connection with customers. On the sales floor, at events, and online, the mascot becomes the recognizable face of your supermarket.

Would you like your own mascot for your supermarket, too?

Lauwie shows how a custom mascot costume can literally give a supermarket a face. By consistently using a recognizable character, you can create a more engaging experience for children, increase visibility at local events, and build a unique identity for your store.
Would you also like to design a mascot that fits your supermarket and local community? We’ll guide you through the entire process—from the initial idea and design to a professional mascot costume that you can use for years to come.

Discover the options for your own mascot costume.