Special is taking IGA on a new journey that redefines shopping local as its new agency partner. IGA is no longer the convenient choice and a kind-hearted gesture to support the local community, it’s a savvy move by smart shoppers.
The new campaign probably won’t win prizes for outside-the-box creativity, but You Can’t Beat Local works to give IGA something it had never owned before – range, ease and value. These things matter when it has tough competitors, Australia’s “Big Supermarket” duopoly.
The brand campaign includes a 30-second hero film and three 15-second spots featuring some of the many IGA stores from around Australia, local legend owners, and the custom range and value pricing propositions found in every location.
A second iteration of the campaign focuses on Christmas. It was launched in quick succession showing how shopping local helps savvy shoppers swerve the Christmas chaos that occurs in shopping centres every December.
Fiona Johnston, general manager, shopper brand and loyalty at IGA parent, Metcash, stated, “IGA is famous for being local, and always will be, but some Australians still think that shopping local comes at a cost. We want to dispel that myth and flip what local means on its head and are excited to launch this new loud, proud and exciting campaign, showcasing how you can’t beat local for range, ease and value. IGA retailers stock the things their local shoppers need and want from everyday essentials to hidden gems you can’t get anywhere else. It’s easy to get into our stores and convenient to get good value through specials that are special to our locals and price matching on the products that count. Shopping locally shouldn’t just feel good – it can also make a real difference on your wallet and it’s time to tell more Aussies about the game changing power of local.”
Lindsey Evans, partner & CEO at Special, added, “This campaign marks the beginning of Special’s partnership with a team of open, brave and kind marketers who share our independent values. We’re excited to continue redefining what it means to shop locally with IGA – at Christmas, and all year long.”
You Can’t Beat Local is the first campaign Special has created for IGA since partnering with the brand in June 2024. It covers TV, social, OOH, earned and owned assets. The complementary Christmas campaign, including a 30-second TV spot, OOH, radio, social and owned media, launched on November 11.
