IGA pushes its local relationship credentials in Christmas campaign

Independent supermarket chain IGA has taken a local look at Christmas in its new campaign.

The ads, featuring actor Shane Jacobson, show how each IGA caters to the quirks, desires and Christmas needs of the locals who shop there.

The first of two TVCs sees a supermarket manager being woken in the middle of the night by the local cherry farmer because his crop is ready for sale.

The second TVC shows an Italian family arriving in Australia to spend Christmas with some relatives, armed with a suitcase of panettone. After visiting the house they find the family already has the same panettone sourced from their local IGA.

Jacobson has reprised his role as the face of IGA’s advertising.

The Christmas campaign comes eight weeks after IGA released a series of ads celebrating the local mindset of its supermarkets.

The Core Agency, which was behind the campaign, worked with IGA to source real stories about the food Australians love at Christmas.

Christian Finucane, founder and creative partner at The Core Agency, said the campaign played on IGA’s key point of difference.

“Our latest stories for IGA further amplify just how markedly different IGA is compared to the other big supermarkets. The things that local IGA owners do for their customers are fantastic and the festive period is a great time to share these stories.”

Tracy Wilson, general marketing manager at IGA, added: “IGA owners are part of their local communities, so they know what their customers want and can stock their shelves accordingly. We don’t need to make these things up and are proud to share even more real stories about what sets IGA apart. These new TVCs really showcase the benefits that come with shopping independent and supporting local businesses.”

Jacobson said in a statement: “Christmas is such a magical time of year and these new stories bring to life the incredible role IGA stores across the country play in making it just that little bit more special. At the heart of IGA are the locals – local store owners, local communities, local suppliers and local shoppers, and I am thrilled to be able to share even more of the ways that IGA retailers go over and above for their communities.”


Client: Metcash
Brand: IGA Supermarkets
Executive General Manager, Retail Channels: Danielle Wilkes
General Manager Marketing: Tracy Wilson
Head of Marketing – Brand: Helen Kealy
Head of Marketing – Value and Seasonal: Nada Steel
National Brand Manager: Hayley Lusk
National PR & Content Manager: Heather Howell

Agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner
Senior Copywriter: Kevin Macnamara
Senior Art Director: Simone Parravicini
TV Producer: Bill Doig
Business Director: Rebecca Turner
Senior Account Director: Sid De
Senior Account Manager: Max Whitehouse
Strategy Director: Andrew McCowan

Production Company: Walkabout Films
Director: Graeme Burfoot
Producer: Jude Lengel
DOP: Simon Ozolins
Production Manager: Wendy Lengel
Casting Director: Antonia Murphy / Fountainhead
Editor: Phil Horn
Post: Vandal
Audio: Otis Studios


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