Following the successful ‘1400 stores, 1400 stories’ series created by March One, IGA has re-engaged the storytelling specialists to deliver a Christmas campaign that focuses on the locals and our retailers powerful connection to community.

IGA’s new Christmas campaign is anchored around those at the heart of its brand – local communities, supplier, charities and independent retailers – and features real shoppers and their families cast from local IGA stores.

Metcash Food & Grocery general manager marketing Danielle Wilkes says the new campaign “Showcases all the occasions leading up to Christmas and the local spirit of our IGA store owners.

From their support of local producers to giving back to charities The IGA Christmas campaign captures the values that underpin the festive season – a time for family, friends, neighbours and communities to come together.

It’s a spirit that IGA champions every day of the year.

March One creative director and owner Ben Coverdale says, “After our recent work with IGA, we had a clear understanding that at the heart of IGA’s brand are locals: local storeowners, local suppliers, local communities and local shoppers.

“It was a natural fit to build the campaign around those locals, using shoppers cast from the Taren Point IGA store.

The campaign will come to life on Sunday 4 November across TV, OOH, digital, social and in-store, and features Australian actor and comedian Shane Jacobson.

Agency:

ECD Ben Coverdale

MD: Greg Bechly

Account Director: Mel Tozer

Design: Saxon Duke

Client:

GM Marketing: Danielle Wilkes

Senior Marketing Manager: Nada Steel

National Brand Manager: Hayley Lusk

Head of Brand: Helen Kealy

TVC

Director: Dean Friske

Producer: Tina Schiano

DP: Tony Luu

Grade: Scott Maclean

Visual Effects: Stage23

Sound: Ism Studios

Stills: Jason Doyle, Andrew Ratter, David Silva: Studio Commercial

Media: Starcom