IGA takes aim at Coles’ Little Shop Collectables in campaign from The Core Agency

IGA is taking aim at Coles’ Little Shop Collectables promotion in a campaign for its own shopper promotion, via The Core Agency.

The ads show people excited by their miniature product that they won at the supermarket, only to be disappointed in the face of IGA customers who have won real, full-sized supermarket items.

The campaign introduces IGA’s competition which gives customers a one-in-five chance of winning a product, gift card or one of four $5,000 cash prizes instantly, for every $30 they spend in store.

Coles’ Mini Shop Collectables promotion provides customers with one miniature version of a popular product for every $20 they spend.

The campaign aims to reinforce how supporting local IGAs adds value to customers’ lives.

The Core Agency founder and creative partner, Christian Finucane, said: “This promotion offered a great opportunity for us to further differentiate IGA from the big supermarkets.”

Tracy Wilson, Metcash general manager of marketing, added: “We wanted to reward IGA shoppers with a collection of products they can actually use. There are millions of real prizes to be won including groceries, IGA Gift cards and four $5,000 cash prizes. This latest promotion is a clear demonstration of how IGA delivers value to our local shoppers.”

The campaign went live on January 29 and will be running across TV, print, radio, digital and social.


Client: Metcash
Brand: IGA Supermarkets
Executive General Manager, Retail Channels: Danielle Wilkes
General Manager Marketing: Tracy Wilson
Head of Marketing – Brand: Helen Kealy
Senior Brand Development Manager: Stephanie Amann

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

Production Company: Helium
Managing Director: Brenden Johnson
Director: Mike Oldershaw
DOP: Jason White
Producer: Ben O’Donnell
Food Production: Tony Luu
Food Stylist: Ben Masters
Casting: Fountainhead
Post: Vandal
Music: Rumble


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.