IGA has brought its ‘Can’t Believable Prices’ platform into the festive season, launching a new Christmas campaign with Special.
The latest instalment builds on the original campaign which challenged perceptions of IGA as an expensive supermarket, this time tapping into the financial pressures of Christmas, when shoppers are thinking more carefully about where their money goes.
With thousands of everyday low prices and weekly specials, IGA is looking to remind Australians that their local supermarket might be more affordable than they think.
The campaign features two new 15-second spots, “Reindeer” and “Elf”, which put a festive spin on the platform’s signature humour. Each film captures a familiar Christmas moment that takes an unexpected turn when shoppers discover IGA’s surprisingly low prices.
Produced by GoodOil and directed by Adam Gunser, the new creative builds on the idea of “reverse sticker shock”, using unexpected reactions to challenge shoppers’ assumptions about the supermarket’s value offering.
“Christmas advertising often leans on familiar festive clichés, so we wanted to take Can’t Believable Prices somewhere a little more unexpected. After all, why should Rudolph get all the glory? The platform has always been about challenging assumptions, and this Christmas we’re using humour, imagination and a touch of festive fantasy to remind Australians that while budgets may be under pressure, the value at IGA can still be, quite simply, can’t believable!” Said Katie Dally, head of brand, content and go-to-market, IGA.
“It’s hard to believe we get to keep building on such a simple, fun retail campaign. But what’s really can’t believable is finding out IGA has fruit mince pie six packs for just four dollars,” added Simon Gibson and Nils Eberhardt, executive creative directors, Special.
The campaign is rolling out across TV, BVOD, out of home, social, radio, digital and in-store channels.
Credits:
Metcash General Manager, Shopper, Brand & Loyalty: Fiona Johnston Head of Brand, Content and Go-To-Market: Katie Dally Senior Campaign Manager: Caroline Haymen Senior Campaign Manager: Stephanie Amann Campaign Manager: Donna Churches
Special Partners, Chief Executive Officers: Lindsey Evans & Cade Heyde Partners, Chief Creative Officers: Tom Martin & Julian Schreiber Partner, Chief Strategy Officer: Dave Hartmann Executive Creative Directors: Simon Gibson & Nils Eberhardt Creative Directors: Jono Aidney & Gabe Woodmansey Strategy Director: Grace Wallace Senior Business Lead: Kelly Larken Business Lead: Gill Russell Business Manager: Aisha Mingay National Head of Production: Tash Johnson Executive Producer: Tania Jeram Senior Video Editor: Aleks Manou
Innovation and Technology Director: Laurent Marcus AI Artist and Creator: Nathaniel Kiwi
Production: Production Company: GoodOil Director: Adam Gunser Executive Producer: Juliet Bishop Producer: Claire Richards DOP: Sam Chiplin Art Director: Patrick Bennet Casting: Peta Einberg Post Production: Arc Sydney Editor: Laurence Van Camp Producer: Sally Quade Colourist: Ben Eagleton Senior Flame Artist: Jesse Meha Post Production Producer: Laura Noonan Sound: Rumble Studios
Media: Starcom
