IGA has set itself apart from its very big competitors by knowing its locals wants and needs. The Core Agency has used this rather well in a Christmas campaign that may not have the wow factor of a big budget epic or a heartstring tugging fantasy but it certainly establishes IGA’s appeal in a country where Christmas is so very multicultural.

Each of the commercials in the campaign is inspired by a real story and each underlines the special relationships that IGA retailers have with their local customers and suppliers. This Christmas campaign builds on the IGA TVCs launched eight weeks ago by The Core Agency.

The new TVCs continue to feature Shane Jacobson recounting stories. The agency worked with IGA to source genuine stories particular to the foods Aussies love at Christmas time. In one an IGA owner reveals how his special relationship with a local cherry grower ensures his customers get to enjoy the freshest cherries delivered to his store 24 hours from picking.

In the other, an Italian family visiting their rellos in Australia needn’t have brought their favourite panettone with them all the way from home.

Jacobson commented, “Christmas is such a magical time of year and these new stories bring to life the incredible role IGA stores across the country play in making it just that little bit more special. At the heart of IGA are the locals – local storeowners, local communities, local suppliers and local shoppers and I am thrilled to be able to share even more of the ways that IGA retailers go over and above for their communities.”

Christian Finucane, founder & creative partner at The Core Agency, stated, “Our latest stories for IGA further amplify just how markedly different IGA is compared to the big supermarkets. The things that local IGA owners do for their customers are fantastic and the festive period is a great time to share these stories.”

Tracy Wilson, general manager marketing at IGA, added, “IGA owners are part of their local communities, so they know what their customers want and can stock their shelves accordingly. We don’t need to make these things up and are proud to share even more real stories about what sets IGA apart. These new TVCs really showcase the benefits that come with shopping independent and supporting local businesses.

Credits

Agency: The Core Agency
Founders & Creative Partners: Christian Finucane & 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

Client: Metcash
Brand: IGA Supermarkets
Executive General Manager, Retail Channels: Danielle Wilkes
General Manager Marketing: Tracy Wilson
Head of Marketing – Brand: Helen Kealy
Head of Marketing – Value and Seasonal: Nada Steel
National Brand Manager: Hayley Lusk
National PR & Content Manager: Heather Howell