IGA is not known for low prices. That matters a lot this Christmas when shoppers are thinking more carefully about where their money goes.

Special has already begun to work on the supermarket chain’s price perception, introducing IGA’s Can’t Believable Prices platform earlier this year. Now the campaign gets tactical, with two commercials, Reindeer and Elf, that put a festive spin on the platform’s signature humour to remind Australians that their local supermarket might be more affordable than they think.

Each film, directed by Good Oil’s Adam Gunser, tweaks a familiar symbol of Christmas with an unexpected turn when shoppers discover IGA’s surprisingly low prices. The new creative builds on the idea of “reverse sticker shock”, using unexpected reactions to challenge shoppers’ assumptions about the supermarket’s value offering.

Katie Dally, head of brand, content and go-to-market, IGA, stated, “Christmas advertising often leans on familiar festive clichés, so we wanted to take Can’t Believable Prices somewhere a little more unexpected. After all, why should Rudolph get all the glory? The platform has always been about challenging assumptions, and this Christmas we’re using humour, imagination and a touch of festive fantasy to remind Australians that while budgets may be under pressure, the value at IGA can still be, quite simply, can’t believable.”

Simon Gibson and Nils Eberhardt, executive creative directors, Special, added, “It’s hard to believe we get to keep building on such a simple, fun retail campaign. But what’s really can’t believable is finding out IGA has fruit mince pie six packs for just four dollars.”

The campaign is rolling out across TV, BVOD, out of home, social, radio, digital and in-store channels.

Credits:

Client: Metcash [IGA]
General Manager, Shopper, Brand & Loyalty: Fiona Johnston
Head of Brand, Content and Go-To-Market: Katie Dally
Senior Campaign Managers: Caroline Haymen & Stephanie Amann
Campaign Manager: Donna Churches

Creative Agency: Special
Partners & Chief Executive Officers: Lindsey Evans & Cade Heyde
Partners & Chief Creative Officers: Tom Martin & Julian Schreiber
Partner & Chief Strategy Officer: Dave Hartmann
Executive Creative Directors: Simon Gibson & Nils Eberhardt 
Creative Directors: Jono Aidney & Gabe Woodmansey
Strategy Director: Grace Wallace 
Senior Business Lead: Kelly Larken
Business Lead: Gill Russell
Business Manager: Aisha Mingay
National Head of Production: Tash Johnson
Executive Producer: Tania Jeram
Senior Video Editor: Aleks Manou
Innovation and Technology Director: Laurent Marcus
AI Artist & Creator: Nathaniel Kiwi

Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Juliet Bishop
Producer: Claire Richards
DOP: Sam Chiplin
Art Director: Patrick Bennet
Casting: Peta Einberg 

Post Production: ARC Sydney
Editor: Laurence Van Camp
Producer: Sally Quade 
Colourist: Ben Eagleton 
Senior Flame Artist: Jesse Meha 
Post Production Producer: Laura Noonan 

Sound: Rumble Studios 
Media: Starcom