If you can get it to start by priming and using the choke let it run just a bit before you flip the choke off. Things gotta warm up a little especially if it's single digits or colder.
If it cuts out all the time that suggests crud in the fuel system. Dose your fuel with Seafoam, get 'er going and let it run for a minute or so even if it needs to be on choke the whole time. Shut it off and let it sit overnight and try it again. If it's still balky, shut it down and give it another night. Most often that's all you'll need.
Question: Was this auger brand new or used? If used could have possibly been abused and could need further intervention to restore performance.