IGA wants Aussies to shop smarter, harder and locally – now and at Christmas – via Special
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
IGA is championing the idea of “shopping local” in a campaign from Special, with an accompanying Christmas platform amplifying the message for the upcoming holiday season.
IGA’s ‘You Can’t Beat Local’ platform highlights the advantages that come shopping on one’s home turf. It specifically references the supermarket’s price match offering and product catalogue custom curated to suit local areas.
It shows this off via a 30-second film and three additional 15-second films that also portray IGA outlets from across the country, local legends (aka supermarket staff), as well as the product and value pricing range available.
There are two versions of the integrated campaign – one that looks at IGA as an everyday supermarket, and another tailored for Christmas shoppers.
“IGA is famous for being local, and always will be, but some Australians still think that shopping local comes at a cost. We want to dispel that myth and flip what local means on its head and are excited to launch this new loud, proud and exciting campaign, showcasing how you can’t beat local for range, ease and value,” explained Metcash general manager, shopper, brand and loyalty, Fiona Johnston.
“IGA retailers stock the things their local shoppers need and want from everyday essentials to hidden gems you can’t get anywhere else.
“It’s easy to get into our stores and convenient to get good value through specials that are special to our locals and price matching on the products that count. Shopping locally shouldn’t just feel good – it can also make a real difference on your wallet and it’s time to tell more Aussies about the game changing power of local.”
The campaign acts as the first piece of work born from the partnership between IGA and Special – one that began in June 2024 after the creative agency was appointed as the supermarket’s lead creative and brand agency following a pitch process.
“This campaign marks the beginning of Special’s partnership with a team of open, brave and kind marketers who share our independent values,” shared Lindsey Evans, chief executive officer and partner at Special.
“We’re excited to continue redefining what it means to shop locally with IGA – at Christmas, and all year long.”
Starcom Australia was the media agency who worked on ‘You Can’t Beat Local’.
Starcom business director, Cassie Broad, said: “Working closely with IGA and Special to bring to life the new, bold brand positioning has been an incredible experience. The Starcom Australia team have thoroughly enjoyed bringing to life the ‘You Can’t Beat Local’ concept within the media strategy, with targeted screens, OOH and social placements allowing us to hero the power of local.”
The platform has officially entered the market by leveraging owned and earned assets, social, TV and out-of-home (OOH) channels.
Its Christmas iteration launched on November 11, 2024, with OOH, owned media, social, radio and a 30-second TV film.
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
They must be happy there’s no public discourse on advertising anymore
User ID not verified.
Have your say