Metcash and IGA have launched a new national marketing campaign via The Monkeys – ‘It Pays to Shop Independent’ – to encourage Australians to support their local retailers.

The campaign encompasses a new IGA initiative – Price Match – IGA is matching the price on hundreds of everyday items, such as breakfast cereals, pasta and coffee to Australia’s major national supermarket chains.

Metcash’s food and grocery general manager, Madeleine Fitzpatrick, said customers told IGA they want to shop local, and that IGA have great specials, but could do better on the everyday prices of groceries.

IGA’s latest campaign has been developed in response to customer research.

“The campaign’s anchor is the role independent grocers play in supporting communities alongside the benefit of providing competitive, everyday grocery prices. The Price Match initiative is just the start of IGA’s commitment to its customers.

‘It pays to shop independent’ is part of IGA’s Price Match initiative, designed to empower Australian shoppers to proudly shop independent at no additional cost.

“The Price Match Promise – we check, we match, you win.”

Developed by independent creative agency The Monkeys, the integrated campaign comprises TVCs – featuring Australian actor and comedian, Shane Jacobson – digital executions, outdoor, press, in store display, social media and PR.

“We are very pleased to be working with The Monkeys as well as our media buying agency Starcom on bringing this next evolution of the IGA brand to life,” Fitzpatrick said.

‘It Pays to Shop Independent’ is the first campaign executed by The Monkeys since winning the IGA account in April 2015.

The multi-million dollar campaign will run from 14 June 2015 with over 800 IGA stores participating at the launch of the campaign.