Independent Grocers of Australia (IGA) has launched a new campaign that thanks Australians for choosing to shop at independent, family-owned IGA stores throughout the COVID-19 pandemic.
The new commercial, via The Core Agency, will air on television and features actor Shane Jacobson who shows how choosing to shop at IGA means far more than people realise.
Because of their customers’ support, IGA store owners across the country were able to employ more locals when so many needed a job. It meant that they could continue to support local suppliers when they needed it most.
And it meant that IGA stores could keep supporting all the local charities and community groups who do such fantastic work, the commercial claims.
The campaign is live now and like most IGA work features real stories and real IGA store owners, who talk about the support they were able to give their local communities, thanks to the shoppers who continued to support them.
These store owners include Linh Nguyen, owner of Thai Kee IGA in NSW; Tony Ingpen, owner of Mt Evelyn IGA in Victoria; and Lee-Anne Woodgate owner of Pearsall IGA.
“As Australia’s local supermarket brand, IGA stores were genuinely on the frontline during the height of COVID,” The Core Agency’s founder and creative partner, Christian Finucane, said.
“This humble message captures the gratitude of store owners that they could keep supporting their communities when it mattered most.”
IGA general manager of marketing Tracy Wilson added: “When shoppers choose to shop at IGA, the impact of that decision can be far reaching.
“It helps the whole community on many levels because IGA store owners stock from local suppliers, employ many locals and give back to so many community causes. We are so proud to share even more real stories about what sets IGA apart, pass on our heartfelt thanks to our shoppers and showcase the benefits that come with their decision to support local family owned businesses.”
Credits for the campaign are as follows:
Client: Metcash
Brand: IGA Supermarkets
Creative agency: The Core Agency
Production co/director: Dean Friske
Media agency: Starcom
