Bear onesie takes centre stage in new IGA ad
Supermarket franchise chain IGA is to launch a Spring savings promotion with a man in a bear onesie, getting ready to come out of hibernation.
Australia’s Spring begins in just over a week’s time.
Metcash’s IGA is to promote discounts across 14 brands as part of its push which will roll out across TV, online, in catalogues and in store.
The campaign comes from agency Creative Oasis.
Comedian Ahn Do, who has fronted recent ads, will return for future messages shortly, IGA said.
Michelle Teague, GM of marketing for Metcash food and grocery Michele Teague said: “Our spring campaign continues to build warmth and modernity into the IGA brand. We think it proves that product and price advertising can have creative cut through”.
The new campaign continues IGA’s proposition of ‘how the locals like it’.
The launch means that two out of the three supermarket players currently feature messages involving grown men in bear suits. Earlier this week, Coles launched a push for its frozen goods featuring Status Quo with a double bass-playing polar bear.
Credits:
Client: Metcash Food & Grocery, IGA
- General Manager, Marketing: Michele Teague
- Consumer Marketing Manager: Tracy Wilson
- National Brand Marketing Manager: Helen Kealy
Agency: Creative Oasis
- Creative Director/Writer: Paul Knights
- Senior Art Director: Paul Tilley
- Producer: Chris Ford
Production Company: Brilliant Films
- Director: Eden Diebel
- Producer: Ashley McLeod
Animation: Heckler
- Producer: Samantha Daley
Sound Design Gas Inc
Sound Engineer: Buzz Pringle
Media Agency: Starcom Mediavest
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Personally, I think the ads with Ahn Do are better than this. Nice try Humphrey B Bear
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