IGA spruiks economic benefits of shopping locally
Metcash’s IGA is urging customers to support their community’s economy by shopping at their local IGA store in its latest campaign.
The campaign, created by IGA’s agency of record The Core Agency and content marketing firm Enthral, leverages a PWC study, which found that IGA injects $8.2 billion into the Australian economy each year.
The figures are brought to life in the campaign creative, which positions IGA staff and suppliers as the human faces behind the numbers.
GM marketing at Metcash/IGA, Fiona Johnston, said: “This PwC research confirms what we’ve known for a long time – IGA retailers play an integral role in local communities across Australia and it’s these stores, run by locals, employing locals, that that help drive local economies and helping local communities thrive. You can find an IGA in most cities and towns across Australia and it’s exciting for us to be able to share just a few of the incredible real stories of the people who benefit from having an IGA store in their local community.” 
Christian Finucane, founder and creative partner at The Core Agency says: “We’ve always known the impact of that every IGA has on their local community has been massive, but the numbers in this campaign prove it.”
Cameron Smith, Enthral founder said: “You only have to be in an IGA store for an hour to realise what makes the supermarket network so special; customers are literally greeted by name, all their favourite products are stocked on the shelves, and they genuinely feel part of the community just by doing their grocery shop. Only an independent retailer can provide that level of experience.”
The campaign also saw involvement from She’s On The Money founder and financial adviser Victoria Devine, who said shopping local was key during the current cost-of-living crisis.
“Economists are predicting economic downturn and a possible recession in the next six months – what we need to be doing during this time is still protecting the little guys and making sure we’re shopping local to protect our communities.”
The campaign rolls out nationally across OOH, social, digital and PR.
Credits
Client: Metcash/IGA
Creative Agency: The Core Agency
Media Agency: Starcom
PR Agency: Enthral
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