Metcash launches national ‘Family Founded’ campaign celebrating independent Australian retailers.
The campaign brings together all 11 of Metcash’s family-founded brands, highlighting their community impact.
The announcement:
For the first time in its history, Metcash is bringing together its full family of 11 family-founded brands in a national campaign in partnership with Special, Starcom and Enthral, celebrating the strength, scale, and community impact of independent Australian retailers.
Under the banner ‘Family Founded’, the fully integrated campaign celebrates the unique DNA of the independent retail network – businesses built by generations of local families – including IGA, Mitre 10, Cellarbrations, and Total Tools. It highlights how the brands come together to champion the value and resilience of community-led retail.
The campaign has launched with hero films, playfully exploring uncanny resemblances and the over-familiarity found across family-founded stores. Set in real-world retail environments, the film shines a light on the quirks, charm, and recognisable moments that unite the stores.
As part of the national campaign, on Thursday 9th October, the nation’s biggest family of family-founded stores is bringing together its key food, liquor and hardware brands under one roof, opening a one-day-only pop-up in Melbourne.
The activation gives shoppers the chance to shop unmatched value and free items, from groceries and pantry staples to tools and liquor, all sourced from Australia’s most trusted independent retailers.
Metcash CEO, Doug Jones, said, “As the wholesaler behind Australia’s network of family-founded stores, we back thousands of independents every day, in support of thriving local communities. By bringing 11 of the brands we support together for the first time, we’re showing the strength and value independents can deliver when they stand side-by-side.”
“Family has always been at the heart of the independent retail network. Generations of local families have built businesses Australians rely on every day, and this campaign is about celebrating their hard work while giving shoppers an opportunity to benefit from their shared success.”
“Our Big Family, Big Prizes competition is running nationally across more than 3,200 participating stores, so everyone can join in the celebration.”
Special global partner & CEO, Lindsey Evans, added, “It was wonderful to bring these fabulous brands together; celebrating their independent spirit and their collective impact in their local communities.”
Starcom client service director, Sam Down, said, “For the first time, we’ve pooled our data smarts on Metcash’s diverse consumer audiences to create a truly unmissable national campaign that will drive shoppers into their local stores—where they’ll no doubt be greeted by the friendliest team in town, delivering real value from the community, for the community, with all the charm that only independents can offer.”
Enthral managing director, Cameron Smith, added, “We’ve partnered with a number of these brands across the network for several years, so this campaign is a wonderful opportunity to bring the family of brands together for the first time, under one roof, including an exciting consumer activation in Melbourne.”
‘Family Founded’ spans TV, social, digital, earned media and out-of-home, highlighting the power of independents when they stand side-by-side.
CREDITS
Client: Metcash
Creative Agency: Special
Media Agency: Starcom
PR Agency: Enthral
Production Company: We are Austin Studio
Sound House: Mosai
Source: Extollo
