IGA And The Core Agency Team Up For New Campaign Staring Shane Jacobson

IGA And The Core Agency Team Up For New Campaign Staring Shane Jacobson

IGA has launched a series of new national TVCs inspired by real stories.

These TV adverts celebrate how IGA retailers do things differently because they are independent and bring to life the special relationships they have with their local customers, communities and suppliers.

It’s the first major work by IGA’s new creative agency, The Core Agency.

The new TVCs went live on Sunday 29 September.

IGA is a network of 1,400 independently owned stores whose communities shape who they are and what they put on their shelves.

These businesses, which are often family owned have a unique and genuine connection to their local communities and are passionate about supporting local producers, growers and suppliers, along with lending a hand and giving back to their local communities wherever possible.

The new TVCs continue with Aussie favourite, Shane Jacobson recounting things that have happened in IGA stores across the country.

The TVCs show how one local retailer made it easy for a boutique relish producer to get stocked at her IGA; and how another store owner hunted down an Irishman’s favourite cheese from home that he couldn’t find anywhere else.

Watch below:

Speaking of his involvement in the new TV adverts, Jacobson said: “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.”

Sydney independent, The Core Agency, joined the creative roster for IGA towards the end of 2018, with the remit of bringing to life the things that make IGA special.

Founder & creative partner at The Core Agency, Christian Finucane 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.”

General manager marketing Tracy Wilson 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.”

IGA joins The Core Agency’s client list which includes QBE Insurance, Key Pharmaceuticals, Evergreen, CommBank, Elders Insurance, beem it, PwC and The Fred Hollows Foundation.

Campaign 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

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