IGA Supermarkets launches national ‘Locked Down Low Prices’ campaign via Creative Oasis


goodlocksshot.jpgAustralia’s third player in the national grocery market, IGA Supermarkets, last night launched its biggest ever marketing and merchandising campaign to back up its Locked Down Low Prices strategy.


The new campaign, via Creative Oasis, worth more than $5 million, is an extension of IGA’s strategy to further challenge the national chains.

The new TV commercial features a soundtrack based on the Bill Hayley and the Comets’ classic ‘Rock around the Clock’ – reinterpreted for IGA’s message of ‘locked down low prices’. 

Says Les Gock of Sound Thinking, who produced the track: “I was keen to capture a really authentic interpretation of the 50’s classic by using the distinctive vocals of Dannie Marx Young (son of John Paul)”. 

Created by the team at Heckler, the commercial features an animated 3D lock ‘rocking’ across the store locking down low prices as it travels across the aisles.


Says David Stretch, director of Creative Oasis: “When you are the third player in the market, you have to find more impactful ways to cut through and connect with your customers.”


The TV commercial uses an animated lock to represent the personality of the challenger brand, being surprising and nimble, and is a major change in direction from IGA’s previous advertising strategy, taking a more upbeat attitude.


The IGA stores have been transformed over the weekend to feature the new in-store branding starring the lock, with new posters, shelf talkers and wobblers, as well as large, freestanding display units.


The catalogues and online branding on My IGA have also been revamped to reflect the vibrant new branding.


The new campaign will be backed up by aggressive promotional pricing of a record number of grocery items – now locked for each quarter.

The new campaign is the first since the appointment of new general manager marketing, Michele Teague.

Says Teague: “The new creative work dials up the focus on IGA’s competitive spirit and our challenger brand status. It’s fresh, fun, energetic and single-mindedly focused on getting our value message out.


“The campaign is part of IGA’s response to the strong market competition in an environment where grocery shoppers continue to look for better value from their local retailers.”

Says Silvestro Morabito, chief operating officer of IGA’s supplier Metcash Food & Grocery: “We are investing significantly in the national Locked Down Low Prices campaign, which is much more than a one-off promotion.


“It is our platform to drive our value message to consumers. Locked Down Low Prices is a powerful merchandise and marketing strategy that enables IGA retailers to compete against the major chains on value, product range and price.”


Agency: Creative Oasis

Creative Director: Paul Knights

Head of Art: Paul Lo Russo

Producer: Wendy Gilles

Production: Heckler

Music: Les Gock