Metcash unites 11 family-founded brands in new national campaign via Special, Starcom + Enthral
Metcash has launched its first campaign bringing together all 11 of its family-founded brands under one creative platform delivered with agency partners Special Australia, Starcom and Enthral.
The fully integrated ‘Family Founded’ campaign celebrates the DNA of Australia’s independent retail network, businesses built and run by generations of local families, spanning IGA, Mitre 10, Cellarbrations, Total Tools and more.
At the heart of the campaign is a suite of hero films, shot in real-world retail environments, that playfully highlight the uncanny resemblances, quirks and recognisable moments found across family-founded stores.
The launch is supported by a national activation, with a one-day-only pop-up store opening in Melbourne today, October 9th. The event will bring together key food, liquor and hardware brands under one roof, offering shoppers free items and unbeatable value across everyday essentials and specialty products.
Alongside the film and activation, a nationwide competition, ‘Our Big Family, Big Prizes’, is running across more than 3,200 participating stores, further amplifying the campaign and driving engagement at scale.
‘Family Founded’ spans TV, social, digital, out-of-home and earned media.
Client: Metcash
Agency: Special
Media Agency: Starcom
Production Company: Austin Studios
Music & Sound: Mosaic
PR: Enthral