IGA spotlights community roots in latest campaign via The Core Agency

IGA has showcased its roots within communities in the latest integrated campaign via The Core Agency, highlighting the IGA Community Chest program and its support for local causes.

The Community Chest program gives back to charities and not-for-profit organisations every time a customer purchase a product marked with a Community Chest ticket or branded Community Co. As a portion of these sales goes to the store’s Community Chest, each IGA retailer will allocate the fund to local causes.

The 45-second spot continues IGA’s tradition of featuring real store owners in campaigns, as five IGA retailers around the country have explained how shopping at IGA could directly contribute to local communities, including funding sporting clubs, horse-riding for the disabled, school excursions, clown doctors and men’s shed.

The campaign assets are delivered across TV commercials, digital and social media.

Founder and creative partner at The Core Agency, Christian Finucane, said: “Local IGA stores are the heart of their communities and each year these independent retailers support more than 1,200 beneficiaries through the Community Chest program. Using real retailers we tell the inspirational stories of how shopping at IGA has made a meaningful impact to causes that are close to home.”

GM marketing at Metcash, Tracy Wilson, added: “Independent IGA retailers often help smaller and less well-known charities and organisations that sometimes don’t get the same attention or resources as the big national not-for-profits. IGA shoppers see the benefits they bring to their communities right on their doorstep and this campaign recognises how shopping at IGA makes a real difference to the lives of people locally.”


Client: Metcash

Brand: IGA

General Manager Marketing: Tracy Wilson

Head of Marketing: Brand: Helen Kealy

Community Marketing Manager: Michelle Lee

Senior Brand Manager: Stephanie Amann

National PR and Content Manager: Heather Howell

Agency: The Core Agency

Founder & Creative Partner: Christian Finucane

Founder & Creative Partner: Jon Skinner

Senior Copywriter: Kevin MacNamara

Strategy Director: Clare La Palombara

Business Director: Rebecca Turner

Senior Account Director: Sid De

Account Manager: Justin Westlake

Senior Agency Producer: Monique Pardavi

Production Company: Photoplay

Director: Jasmin Tarasin

Executive Producer: Emma Thompson

Producer: Tom Slater

Editor: Gabriella Muir

Post Production: Vandal

Post Producer: Sophie Knott

Music & Sound Design: Rumble

Media: Starcom


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