IGA urge Australians to shop independent in first ad from The Monkeys

IGA has recruited actor and comedian Shane Jacobson as the face of its new campaign as the chain looks to take on its bigger supermarket rivals Coles and Woolworths by urging customers to shop independent.

The campaign, the first work from recently appointed creative agency The Monkeys, sees the former Australian Top Gear host pushing a trolley along a variety of Aussie landscapes, including near the Sydney Harbour Bridge, before entering an IGA store.

Speaking to camera Jacobson says: “For too long we’ve shopped at the big supermarkets, when deep down we know shopping independent is better for our local communities and for Australia.”

He continues by highlighting IGA’s “Price Match Promise” which the supermarket chain says has “brought down the price barrier”. According to the ad, IGA checks the prices at the bigger rival supermarkets, then matches their prices.

The ad ends with the tagline “It pays to shop independent”.

It is running across TV, digital, outdoor, press, in store display, social media and PR.

Metcash’s food and grocery general manager Madeleine Fitzpatrick said in a statement: “The campaign’s anchor is the role independent grocers play in supporting communities alongside the benefit of providing competitive, everyday grocery prices. The Price Match initiative is just the start of IGA’s commitment to its customers.

“‘It pays to shop independent’ is part of IGA’s Price Match initiative, designed to empower Australian shoppers to proudly shop independent at no additional cost.”

On the chain’s agency relationships Fitzpatrick said: “We are very pleased to be working with The Monkeys as well as our media buying agency Starcom on bringing this next evolution of the IGA brand to life.”

The Monkeys won the IGA account, from Creative Oasis, in April following a competitive pitch.

Miranda Ward


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