IGA, a group of locally owned supermarkets, is the ultimate challenger brand in a very tough market. It’s up against Coles and Woolworths, huge chains always with aggressive discounting programs in place, and Aldi that is well-known for its lower prices. Special is helping IGA to take on its competition by tackling IGA’s higher price perception.
Can’t Believable Prices taps into the simple – and honest – truth that new customers are often shocked by the impressive prices on offer at their local IGA. The campaign is built on research, which found that new customers get a reverse sticker shock, often finding IGA’s prices are much lower than expected.
The campaign avoids the obvious supermarket ad tropes – farm produce sequences, individual product price promises…Instead, it has launched with a series of 15-second spots, each showing a familiar moment quickly derailed by people discovering prices they didn’t expect from IGA. The spots, shot by Revolver director, Fiona McGee, were also made in a modular way, so prices and products can be rotated to match IGA’s best deals.
Stephanie Amann, senior campaign manager at IGA, stated, “I can’t believe people are surprised by our competitive prices, but they are. Can’t Believable Prices tackles the brand’s value perception head on and leads the category with a disruptive and memorable platform that challenges shoppers to take another look at IGA.”
The TV is supported by a comprehensive out of home, radio and social campaign that puts IGA’s surprising prices front and centre.
“I can’t believe how much fun we’ve had taking a simple truth out of customer research and blowing it up,” stated Nils Eberhardt, ECD at Special. “I can’t believe Bega Cheese 250g is just $6.50 this week at IGA,” added Simon Gibson, ECD at Special.
Can’t Believable Prices is the latest instalment in the You Can’t Beat Local platform, and the first outing for the new design system developed by Special.
Credits:
Client: Metcash [IGA]
Fiona Johnston: General Manager Shopper, Brand & Loyalty
Stephanie Amann: Senior Campaign Manager
Donna Churches: Campaign Manager
Creative Agency: Special
CEO & Partner: Lindsey Evans
CSO & Partner: Dave Hartman
CCOs & Partners: Tom Martin & Julian Schrieber
ECDs: Simon Gibson & Nils Eberhardt
Senior Creatives: Gabe Woodmansey & Jono Aidney
Design Director: Sabine Schwarz
Head of Film Production: Tash Johnson
Head of Stills Production: Nick Lilley
Team Leads: Caity Cowper & Gill Russell
Senior Strategy Director: Abbie Dubin-Rhodin
Senior Business Director: Maddie Armstrong
Business Director: Elliot Aitken
Integrated Producer: Will Sealey
Artworker: John Rivera
Media: Starcom
Production Company: Revolver
Director: Fiona McGee
Managing Director & Co Owner: Michael Ritchie
Executive Producer: Nick Payne
Producer: Alex Kember
DOP: Sam Chiplin
Production Designer: Alex Holmes
Editorial: the Editors
Editor: Mark Burnett
Online: Stu Cadzow
Colourist: Edel Rafferty
EP & Managing Partner: Nicoletta Rousianos
Sound Post: Rumble Studios
