IGA champions local charities in new integrated campaign via The Core Agency

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Being independent means IGA retailers give back to their communities in many different ways, now an integrated campaign from The Core Agency highlights just how the IGA Community Chest program supports local causes on Australia’s doorsteps.


Since 2010, IGA retailers have supported more than 13,700 charities and not for profit organisations across 1,400 communities around Australia through the sale of products marked with a Community Chest ticket or those branded Community Co. Each year a portion of these sales goes to each store’s Community Chest, which retailers then allocate for the benefit of local causes in their area.

Featuring five IGA retailers across the country, the campaign explains how shopping at IGA can help directly fund causes in your local area such as equipment for schools or funding excursions, helping sporting clubs and supporting Riding for the Disabled, Clown Doctors and Men’s Sheds.


The campaign includes a 45-second and a 30-second TV commercial, digital and social media.

Says Christian Finucane, founder and creative partner at The Core Agency: “Local IGA stores are the heart of their communities and each year these independent retailers support more than 1,200 beneficiaries through the Community Chest program. Using real retailers we tell the inspirational stories of how shopping at IGA has made a meaningful impact to causes that are close to home.”

Says Tracy Wilson, GM marketing at Metcash: “Independent IGA retailers often help smaller and less well known charities and organisations that sometimes don’t get the same attention or resources as the big national not-for-profits. IGA shoppers see the benefits they bring to their communities right on their doorstep and this campaign recognises how shopping at IGA makes a real difference to the lives of people locally.”

Client: Metcash
Brand: IGA
General Manager Marketing: Tracy Wilson
Head of Marketing: Brand: Helen Kealy
Community Marketing Manager: Michelle Lee
Senior Brand Manager: Stephanie Amann
National PR and Content Manager: Heather Howell

Agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner
Senior Copywriter: Kevin MacNamara
Strategy Director: Clare La Palombara
Business Director: Rebecca Turner
Senior Account Director: Sid De
Account Manager: Justin Westlake
Senior Agency Producer: Monique Pardavi

Production Company: Photoplay
Director: Jasmin Tarasin
Executive Producer: Emma Thompson
Producer: Tom Slater
Editor: Gabriella Muir
Post Production: Vandal
Post Producer: Sophie Knott
Music & Sound Design: Rumble

Media: Starcom