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.”
Developed by Creative Oasis, the campaign will be complemented with in-store posters, shelf tickets and bunting through IGA’s digital and social hubs where the supermarket brand will be running its ‘Creative Kitchen’ challenge.
The challenge invites customers to submit their favourite Easter recipes using at least one ingredient purchased from IGA for the chance to win weekly prizes of an iPad 2 or a cooking class for two of their choice.
It will be running for the duration of the campaign, which ends on April 22, with the winning recipes to be published on the IGA website.
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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.
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