IGA enters supermarket price wars with ‘Lockie’

IGA has entered the price wars with supermarket giants Woolworths and Coles with the launch of a new campaign introducing a animated character that ‘locks down’ prices.

In two television commercials created by agency Creative Oasis and production company Film Graphics, IGA brand ambassador Anh Do introduces his “little mate Lockie” an animated padlock who jumps on his shoulder and flits around the store “locking down hundreds of prices”.

The Locked Down Low Prices campaign also runs across online platforms, catalogues and point of sale marketing and will drop and lock the prices of 1,000 products for the next three months. The price lock will be followed by a rolling stream of price cuts on hundreds of other products.

It is the third stage of a more than $10 million marketing campaign following the first two stages that focused on shoppers’ favourite brands and the IGA’s Community Chest program, which has raised more than $60 million over the last ten years.

And also follows Coles price-cutting campaign “Down, down, prices are down” campaign to lower its prices song by British rockband Status Quo, before Woolworths slashed prices on hundreds of products by up to a third to offer customers ‘Every day value’.

Michele Teague, general manager of marketing for Metcash Food and Grocery said: “It is time that the public is made aware that IGA can not only match the national chains in price but deliver a better value shopping experience, with our ranging of shoppers’ favourite brands and service delivered by the local staff and owners of the supermarkets.”

The campaign also continues IGA’s proposition of ‘how the locals like it’, promoting its network of 1,400 independently owned supermarkets across Australia.

Campaign credits:

Client: Metcash Food & Grocery, IGA
General Manager, Marketing: Michele Teague
Consumer Marketing Manager: Tracy Wilson
National Brand Manager: Loane Avenell

Agency: Creative Oasis
Creative Director/Writer: Paul Knights
Senior Art Director: Paul Tilley
Producer: Chris Ford

Production Company: Film Graphics
Director: Adam Blaiklock
Producer: Rona Lewis

Animation: Heckler
Head of 3D: Mick Watson
Producer: Samantha Daley

Sound Design: Gas Inc
Sound Engineer: Buzz Pringle

Media Agency: Starcom Mediavest


  1. AJ
    5 Jul 13
    12:16 pm

  2. Prices are down. So much to answer for…

  3. CC
    5 Jul 13
    1:51 pm

  4. I like this ad. Firstly, it’s great to see Asian Australians represented in a mainstream commercial such as this. Secondly, the little lock character is quite charming and directly ties back to retail, ‘keep an eye out for the lock’. It might not win any awards but for what it is I think it’s really effective. Nice one.

  5. Like it
    5 Jul 13
    2:05 pm

  6. Whether Coles have done it or not makes zero difference to the grocery shopper. All they’re interested in is lower prices. Good talent. Good tone. Well done. because it will work.

  7. harpo
    5 Jul 13
    2:09 pm

  8. yep, it will work hard for the brand and, for mine, within the EDLP sector it is a separate strategy – good Bretail

  9. PB the EP
    5 Jul 13
    2:37 pm

  10. Simple. Effective. Smart. Follows on perfectly from the last execution. Well done. Looking forward to the next one, which in itself is a sad indictment of my life.

  11. Estelle
    5 Jul 13
    10:29 pm

  12. Lockie should team up with the Qantas mars explorer and leave this planet.