IGA focuses on recipes and entertaining tips and advice in new Christmas campaign

IGA has collaborated with chef Dominique Rizzo in an effort to position IGA as the “easy go-to destination for entertaining” throughout the holidays, with the supermarket launching a new Christmas campaign focusing on recipes and food.

The ‘Christmas Made Easy’ campaign, developed by Creative Oasis features a series of recipe videos, with the main TVC a re-edit of last year’s spot featuring Anh Doh, who will not be appearing in any other parts of the campaign.

As part of IGA’s positioning as the “easy go-to destination for entertaining” during the festive season, the new campaign sees IGA offer event planning tips and hints alongside quick and easy meal ideas through a series of tailored seasonal recipes featured on the IGA website.

Metcash food and grocery general manager of marketing Madeleine Fitzpatrick said: “With an IGA just around the corner, shoppers will easily get whatever they need to help them entertain and be the perfect host throughout the summer season.

“We feel this year, our campaign taps into what matters to our customers the most – making Christmas easy through convenience and inspiration to help locals create quick and delicious recipes.”

Running until Christmas Eve, the campaign is supported with mobile, social, outdoor, buses and in-store displays.

The launch of IGA’s Christmas campaign follows on from Coles rolling out its Curtis Stone fronted Christmas push yesterday.

Last year’s Anh Doh Christmas ad:

This year’s recipe videos:


  • Client: Metcash Food & Grocery
  • Metcash Food & Grocery General Manager Marketing: Madeline Fitzpatrick
  • National Consumer Marketing Manager: Tracy Wilson
  • National Brand Marketing Manager: Loane Avenell
  • Digital Marketing Manager: Jo Lloyd
  • Group Digital Services Manager: Marc Keegan
  • Social Media Specialist: Sunny Singh
  • Marketing Coordinator: Michelle Lee
  • Agency: Creative Oasis Creative
  • Director/Writer: Paul Knights
  • Senior Art Director: Mike Kaye
  • Group Account Director: Saxon Wyatt
  • Producer: Chris Ford Production
  • Production Company: Filmgraphics Entertainment
  • Director: Adam Blaiklock.
  • Producer: Rona Lewis
  • Agency: Wildbunch Media
  • Producer: Sam Robinson
  • Media Agency: Starcom Mediavest
  • PR Agency: Zing

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