Shane Jacobson returns to tell stories about local IGA supermarkets in new ad series
Actor Shane Jacobson has returned in a new series of ads for IGA supermarkets, recounting true stories about retailers helping out their local customers.
The first film follows an ex-pat who is searching for Irish blue cheese to make him feel less homesick for his home in Ireland.
The second ad tells the story of a local relish producer who experiences a difficult sales pitch to a supermarket, but is welcomed with open arms by her local IGA.
The campaign was created by The Core Agency, which joined IGA’s agency roster in late 2018.
Christian Finucane, The Core Agency founder and creative partner, said: “IGA is an iconic Aussie brand and we are thrilled to be working with the whole team. As an independent, we share the same values as IGA and can’t wait to help deliver their plans. There’s a wealth of compelling IGA stories to tell, and our new creative brings an authentic way for Shane to share them with Australia.”
Tracy Wilson, general manager of marketing at IGA, added: “We are proud to showcase the incredibly generous people behind IGA and share just a few of the stories of how IGA retailers across the country go above and beyond for their local communities, day in and day out. Our new TVCs tell just a handful of these stories with refreshing simplicity and continue the work already established with our ‘1,400 Stores 1,400 Stories’ series.”
Jacobson also commented on his involvement in the ads: “IGA stores truly sit at the heart of communities across Australia. I have been lucky enough to spend time with many IGA owners and see first-hand their generosity and the important role they play in the communities they operate in. I’m thrilled to be part of these new TVCs which showcase just some of the things that happen in IGA stores day in and day out.”
Credits
Client: Metcash
Brand: IGA
Executive General Manager, Retail Channels: Danielle Wilkes
General Manager Marketing: Tracy Wilson
Head of Brand: Helen Kealy
Senior Brand Development Manager: Stephanie Amann
National PR & Content Manager: Heather Howell
Agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner
Senior Copywriter: Kevin Macnamara
Senior Art Director: Simone Parravicini
TV Producer: Bill Doig
Business Director: Rebecca Turner
Senior Account Director: Sid De
Senior Account Manager: Max Whitehouse
Strategy Director: Andrew McCowan
Production Company: Walkabout Films
Director: Graeme Burfoot
Producer: Jude Lengel
DOP: Simon Ozolins
Production Manager: Wendy Lengel
Casting Director: Antonia Murphy / Fountainhead
Editor: Phil Horn
Post: Vandal
Audio: Otis Studios
It is just TV advertising bullsh*t, I’m afraid. I tried to get in an item Ritchies IGA Dromana once special ordered for me, until they ‘deleted’ it. Tried again today, after seeing the TV ad last night. Nothing has changed: “Unable to order as it’s deleted”. Same old situation but a TV commercial that is false.
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The big problem? No person in the real world gives a shit about them being ‘local’, or about the Irish bloke and his special cheese. Real people want convenience, meaning Coles and Woolies have them smashed in this regard. And they want value, which ALDI rules.
IGA is screwed. Being independently owned, for every one decent store, there are another nine which are run down dumps. They are also more expensive, with a smaller range and generally in worse locations.
Credit for trying something, but this is nothing more than a band-aid over a bullet wound.
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Love this new series and adore the fact that I can look the details up on a professional site for the creative details. Thank you for the outstanding journalism on this site.
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