Comedian Anh Do is the star of a new campaign for IGA supermarkets and its supplier Metcash Limited.
The campaign, by Creative Oasis, focuses on how IGA’s independent retailers are a critical part of their local communities by funding charity and community groups like the Royal Flying Doctor Service through the Community Chest program.
The $10m campaign will run on TV, digital media, catalogues and at the point of sale in IGA stores over the next year.
The spot shows Anh Do visiting the flying doctors, surfing with the North Bondi Nippers and visiting schools that have received computers through Community Chest.
Silvestro Morabito, chief operating officer at Metcash, 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.”
Behind the scenes of the filming of the new spot:
Client: Metcash Food & Grocery, IGA; general manager of marketing: Michele Teague; consumer marketing manager: Tracy Wilson; national brand manager: Loane Avenell; agency: Creative Oasis; creative director: Paul Knights; producer: Chris Ford; production company: Film Graphics; director: Adam Blaiklock; producer: Tony Tverdeich; media: Starcom Mediavest