IGA Supermarkets appoints The Monkeys as its creative agency

346px-IGA_logo.svgIGA Supermarkets has appointed The Monkeys as its new creative agency.

The appointment comes after a creative pitch which saw incumbent Creative Oasis, which had comedian Anh Do fronting its campaigns for the supermarket, lose its place on the IGA roster.

But IGA said the agency will still work with other businesses within the Metcash group which include Mitre10 and Autobarn.

Madeleine Fitzpatrick, general manager marketing for parent company Metcash Food & Grocery said she was pleased with the appointment.

“The new relationship with The Monkeys as our lead advertising agency is a significant part of our transformation journey.

“As an independent, Australian agency we believe The Monkeys has a natural empathy for our network of independent retailers, as well as sharing a determination to succeed in an increasingly competitive environment. This, coupled with their signature approach as provocative thinkers, will help elevate the IGA brand.”

Mark Green, CEO The Monkeys said: “We are looking forward to working with the guys at Metcash and IGA. As an independent Australian business we felt a bond with the team immediately and the work we will create together will be fun and challenging.”

In March last year Metcash announced a five year Transformation Plan called ‘Successful Independents’.

“I would like to recognise Creative Oasis for their work in helping to build the IGA brand, evident through the ‘How the locals like it’ campaign,” said Fitzpatrick. “The quality of this work was a significant step forward and helped provide a unified position for the IGA brand. Creative Oasis will continue to support other areas within the Metcash Food & Grocery business.”

It is not clear at this stage if the brand will continue to use comedian Do.

According to The Source, the roster for IGA supermarkets includes Starcom, Zing Australia and Red Engine.

Nic Christensen 


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