IGA centres local shoppers in new campaign from The Core Agency and Starcom
Australian supermarket chain IGA is highlighting the special connection independently owned and operated IGA stores have with their local shoppers, in a new brand campaign from independent creative shop The Core Agency and Publicis Groupe media agency Starcom.
The national campaign is the latest evolution of IGA’s brand platform, ‘There’s a place where the locals matter’, and marks a continuation of brand ambassador Shane Jacobson, who highlights the special relationships customers have with their local IGA. Jacobson featured in a campaign highlighting IGA’s Community Chest program in July this year, and also featured in the supermarket chains’ 2021 Christmas campaign.
Other assets:
Dogs 15″: https://vimeo.com/750226010
Pickles 15″: https://vimeo.com/750226087
Jackie 15″: https://vimeo.com/750226038
The campaign is spearheaded by a 30-second spot, with three 15-second cuts. In the hero spot, Jacobson tells the viewers that it isn’t IGA store owners that are ‘in charge’ of local IGAs, but the customers, local farmers and producers and even neighbourhood dogs.
The campaign is running across TV, social and digital.
Christian Finucane, co-founder and creative partner at The Core Agency said: “One of the special things about IGA is that it’s the shoppers who play a big hand in shaping their local store. Because IGAs are family-owned they aren’t cookie cutter clones like the big chains so they can, and actually do, personalise their stores to suit their communities.”
Tracy Wilson, general manager of marketing Metcash/IGA added: “IGA stores across Australia are designed with their shoppers in mind and this campaign is a true reflection of that. The strength of IGA is their personal service, the support given to local suppliers, their unique ranges, and the place they sit at the heart of local communities across Australia because IGA truly is a place where the locals matter.”
Credits
Client: Metcash
Brand: IGA
General Manager Marketing: Tracy Wilson
Head of Marketing: Brand: Helen Kealy
Agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner
Managing Partner: Rebecca Turner
Copywriter: Sarah Mould
Senior Art Director: Simone Parravicini
Head of Design: Nick Williams
Strategy Director: Clare La Palombara
Senior Account Director: Sid De
Account Manager: Justin Westlake
Senior Agency Producer: Monique Pardavi
Production Company: Exit
Director: Mike Oldershaw
Executive Producer: Leah Churchill-Brown
Producer: Giordi Caputo
Editor: Gabriella Muir
Post Production: Vandal
Post Producer: Grace Rouvray
Music & Sound Design: Rumble
Media: Starcom
Metcash has finally been doing solid creative work but this was such a let down. Why is IGA falling behind the rest of their businesses?
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