The IGA Easter bunny hops into stores to promote specials
IGA is promoting its Easter specials in a new commercial featuring the IGA Easter bunny.
Featuring the bunny hopping into store with the aid of a pogo stick, the ad also features the music of Ben Lee, and ends with the tagline “Great Easter specials are just a hop away at your local IGA.”
https://www.youtube.com/watch?v=YECMvetW7M4&feature=youtu.be
Acting general manager marketing, Metcash Food and Grocery Tracy Wilson said: “Easter is a special occasion that brings families together, often over a meal, bbq or picnic. At IGA, we want to help relieve some of the stress and make this Easter as enjoyable and relaxed as possible.”
This is a disappointing campaign by IGA. I’ve been watching this brand over the past few months, they have produced some great work like the Valentine’s Day song thing, the Australia day song take and their Christmas site; but this is weird. The Bunny looks scary and the ‘Creative Kitchen’ challenge doesn’t seem like it belongs in this campaign. Come on IGA, you can do better, we’ve seen that.