IGA’s latest brand campaign via Special celebrates shopping local to help swerve the Christmas chaos that overtakes shopping centres every December, with the tagline, “You Can’t Beat Local”.
The integrated brand campaign includes a 30-second hero film and three 15-second spots featuring some of the many IGA stores from around Australia, local legend owners, and the custom range and value pricing propositions found in every location.
A second iteration of the campaign was launched showing how the tagline is relevant throughout the year, and especially during Christmas.
“IGA is famous for being local, and always will be, but some Australians still think that shopping local comes at a cost. We want to dispel that myth and flip what local means on its head and are excited to launch this new loud, proud and exciting campaign, showcasing how you can’t beat local for range, ease and value,” said Fiona Johnston, Metcash general manager, shopper brand and loyalty.
“IGA retailers stock the things their local shoppers need and want from everyday essentials to hidden gems you can’t get anywhere else. It’s easy to get into our stores and convenient to get good value through specials that are special to our locals and price matching on the products that count. Shopping locally shouldn’t just feel good – it can also make a real difference on your wallet and it’s time to tell more Aussies about the game-changing power of local,” added Johnston.
“This campaign marks the beginning of Special’s partnership with a team of open, brave and kind marketers who share our independent values. We’re excited to continue redefining what it means to shop locally with IGA – at Christmas, and all year long,” said Lindsey Evans, partner & CEO at Special.
“Working closely with IGA and Special to bring to life the new, bold brand positioning has been an incredible experience. The Starcom Australia team have thoroughly enjoyed bringing to life the ‘You Can’t Beat Local’ concept within the media strategy, with targeted screens, OOH and social placements allowing us to hero the power of local,” added Cassie Broad, Starcom Australia business director.
This is the first campaign Special has created for IGA since partnering with the brand in June 2024.
The “You can’t beat local” platform debuted recently with an integrated campaign running across TV, social, OOH, earned and owned assets.
The complementary Christmas campaign including a 30-second TV spot, OOH, radio, social and owned media launched on 11 November 2024.
Credits:
Client: Metcash, IGA
Creative Agency: Special Group
Media Agency: Starcom Australia
