IGA Celebrates The Aussie Stories Behind Its Independently Owned Stores

IGA Celebrates The Aussie Stories Behind Its Independently Owned Stores

IGA enlisted storytelling specialists March One to craft a series of powerful stories, ‘1400 stores, 1400 stories’, launching today.

These stories celebrate IGA’s legacy of store owners and communities coming together to make a difference.

Recognising that each store, being independently owned, supports its community in unique ways, IGA turned to March One to bring to life the real stories and real people behind its local stores.

Whether it’s stocking local produce, fundraising for causes or donating to community groups, this work showcases the powerful connection between IGA stores and their local communities.

Metcash Food & Grocery GM of marketing Danielle Wilkes says: “IGA is a network of proud independent store owners who are passionate about supporting their local communities.

“Each of our retailers has a unique and genuine connection with their communities and we wanted to showcase the amazing and incredibly generous people behind the IGA brand.

“Our retailers do what matters to their local communities and March One has helped us to give them a voice and hopefully get Australians thinking differently about the people behind their local IGA.”

Originally an NFP specialist, March One offered IGA a new perspective to the craft of storytelling.

March One managing director and founder Greg Bechly said their experience in creating purely emotive stories that ignite an authentic human connection is what gives the agency its edge.

“We used our human-centred approach to give a voice to some incredibly emotive, uniquely Australian stories.

“We wanted to showcase what community means to Australians and its importance in their lives – in particular, Australians living in regional areas who are too often brought together through challenging times and hardship,” Bechly explains.

March One creative director Ben Coverdale said the approach adopted is an important shift away from traditional supermarket advertising trends that focus on product and price.

“The IGA ‘1400 stores, 1400 stories’ series focuses on locals. The locals who own the stores, and the locals who use them.

“It celebrates the connection between the two and showcases the pride and hard work of the storeowners who open their doors each and every day to their communities, because IGA is where locals matters.”

The ‘1400 stores, 1400 stories’ series captures the IGA brand’s distinctive USP: the stores are owned by locals who play an active role in the community.

It highlights the stories of five IGA owners across the country: Ian Ashcroft – Ashcrofts Supa IGA (NSW), Roz White – White’s IGA (Qld), Lou Piccone – Piccones Supa IGA (Qld), Dan Rigney- IGA Xpress Alexandra Hills (Qld) and Kerry McPherson – Penola IGA Fresh (SA).

“The IGA store owners tell their individual stories in their own words – these are completely unscripted and completely real and the narrative reveals that behind every item sold at IGA stores, there is a real person putting in real work to make a difference for their community,” Coverdale added.

This inspiring ‘1400 stores, 1400 stories’ series can be seen across the Southern Cross Austereo Network, TV with solus ad-breaks on 9Now, long-form cinema, Facebook and Instagram along with digital across NineMSN, YouTube TrueView, and Unruly.

This multi-discipline approach has been made in order to ensure that as many people as possible can see these inspiring videos, think differently about the people behind their local IGA stores and encourage them to support independent businesses who sit at the heart of their local communities.

Metcash Food & Grocery head of brand national marketing Helen Kealy said March One’s ability to unearth unique stories and bring them to life in an authentic way is inspiring.

“Their experience telling real and emotive stories is why we decided to partner with them on this initiative. At IGA we do things differently.

“We can – because we are independent. People are at the core of everything we do and we couldn’t be happier with the results,” she said.

The ‘1400 stores, 1400 stories’ series is currently being rolled out into market.

You can support these local stories by sharing them on social media and encouraging Australians to shop at their local IGA to give back to their local community independent businesses. 

Please login with linkedin to comment


Latest News

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]


by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]