IGA gives a voice to locals with new campaign

July 26 2010, 4:16 pm | BY Kim Shaw | 11 Comments

IGA TV.Brussel sprouts.jpgAustralia’s largest independent grocery network, IGA, has launched a new campaign, via agency Creative Oasis, Sydney, giving a voice to its customers from stores across the nation.

 

Focusing on the global trend towards localisation and IGA’s advantage of being able to tailor each store specifically to its local area, the campaign titled ‘How the locals like it’ uses real local store owners and community members to convey the message that IGA is listening to its customers.

VIEW THE COMMERCIAL:

IGA24_BR_30A BrandA30_mpeg1.mpg 

The new campaign, which is set to run for 6 months, comprises a TV adfeaturing local store owners, staff and customers from hundreds ofstores around Australia; point of sale which is to be individuallycrafted for each store highlighting its specific features and benefits;in-store radio; catalogues; branded semi-trailers and a new website.

The campaign comes off the back of a hugely successful year for IGAthat saw their market share grow and promises to continue its successwith a number of new stores scheduled to open in the next 12 months.

“Each store has been built around the local market it serves. They arenot designed by a corporate head office, but by customers and thethings they demand,” explains Silvestro Morabito, CEO of IGADistribution.

 

“Supermarkets around the world are now moving away from a cookie cutterapproach and we already have a natural advantage in this area as wehave the ability to tailor each store specifically for its customersand community,” he added.