Anh Do fronts multicultural IGA ad
Supermarket franchise IGA has launched a new campaign featuring comedian Anh Do promoting its multicultural credentials.
The ad has been created by Manly-based agency Creative Oasis.
Silvestro Morabito, chief operating officer of IGA, said: “We’re continuing to invest in the future of our brand. We have identified our strengths and real points of difference and we’re taking them to market in a fresh, fun, totally unpredictable way.”
Michele Teague, GM of marketing said: “This campaign is further proof of just how committed we are to moving our brand forward.”
Musician Ben lee re-recorded his hit That’s The Way I Like It for the campaign.
Campaign Credits:
Client:
- Metcash F&G, IGA
- General Manager, Marketing: Michele Teague
- Consumer Marketing Manager: Tracy Wilson
- National Brand Manager: Loane Avenell
Agency:
- Creative Oasis
- Creative Director/Writer: Paul Knights
- Producer: Chris Ford
Production Company:
- Film Graphics
- Director: Adam Blaiklock
- Producer: Tony Tverdeich
Music:
- Ben Lee
Media Agency:
- Starcom Mediavest
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I thought it was a bit weak. Sorry.
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I like it – gives them a point of difference
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This is a good ad, with the exception of the awkward laugh from the woman after the “duck named peanut”. Hopefully that won’t make it through to the :30s airing spots.
Where this ad succeeds over similarly themed “we, the supermarket – love you” marketing is that Do is believable, and so chipper about it all. It genuinely feels warm and friendly, in contrast to Woolworth’s “We are warm and friendly or screw you”.
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Anh Do is very likeable. The jokes are a bit lame but after all its got to appeal to a broad audience of grocery shoppers. And the music fits it well. I’d like to see IGA get some points away from the biggies…but I fear at the end of the day it’s difficult to overcome the price/convenience factors that drive grocery.
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Like. Money-where-mouth-is marketing like this is deep down ballsy and generally works at the box office.
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Great concept, I’d love to see them push this even further – being a multicutural supermarket is a great idea. Completely smacks the Coles / Woolies approach to screwing suppliers on its arse.
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Did he say “a duck named dinner”?
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I like it! I especially like Kitchen! That is the dog’s real name!
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This is such a funny ad! Just ine problem though, the song is called “Catch My Disease”, not “That’s The Way I like It”
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Anh Do fits perfectly here because this Ad is about “locals” and not necessarily anyone of a particular background, just locals. I think IGA is trying to reach out to everyone who lives in Australia, no matter what your background, ethnicity, etc. I think it’s a great Ad!
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