IGA takes philanthropic approach in next part of Anh Do campaign

Anh Do IGA How the Locals Like ItIGA is to launch another ad in its Anh Do-fronted campaign focusing on the altruistic aspects of the supermarket franchise chain.

The campaign has been created by Manly-based agency Creative Oasis with the first part launching in April.

The next part of the campaign launches this Sunday across a range of media, including TV, online, print and in-store promotions across the country, continuing the “how the locals like it” creative line.

The first 45-second ad shows Do exploring a rural Australian town, telling how the Royal Flying Doctor Service and local surf life saving club get their equipment from the IGA.

IGA says that its Community Chest program has raised more than $60m over the last 10 years.

Silvestro Morabito, chief operating officer of Metcash Food and Grocery said: “This stage in the campaign will ensure shoppers know the important role IGA stores, which are owned and operated by locals, play in local communities. The campaign also demonstrates the commitment local independent retailers have made in supporting more than 1,000 recipients across the country, including charities, community organisations, schools and hospitals over the last year.

A two-minute behind-the-scenes feature has been created in the lead up to the campaign.

Campaign Credits:

  • Client: Metcash Food & Grocery, IGA
  • General Manager, Marketing: Michele Teague
  • Consumer Marketing Manager: Tracy Wilson
  • National Brand Manager: Loane Avenell
  • Agency: Creative Oasis
  • Creative Director/Writer: Paul Knights
  • Producer: Chris Ford
  • Production Company: Film Graphics
  • Director: Adam Blaiklock
  • Producer: Tony Tverdeich
  • Media Agency: Starcom Mediavest

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