IGA is the place where locals matter in newly launched brand campaign via The Core Agency

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The special connection IGA has with its local shoppers is showcased in a new brand campaign from The Core Agency.


With more than 1,300 independently owned and operated supermarkets across Australia, IGA stores are designed to meet the needs of their local shoppers.

IGA supermarkets and the families who run them have a genuine understanding of the local communities they serve, because they’re locals too. From stocking the shelves with products that reflect the local people, providing authentic and personalised service, supporting local farmers and producers, to giving back to causes in the community, IGA offers a different experience for shoppers.

The national campaign is the latest evolution of IGA’s focus on delivering campaigns centred  around the core idea ‘There’s a place where the locals matter’ and continues to use the brand’s storyteller Shane Jacobson to highlight the special relationships people have with their local IGAs.

Says Christian Finucane, co-founder and creative partner at The Core Agency: “One of the special things about IGA is that it’s the shoppers who play a big hand in shaping their local store. Because IGAs are family-owned they aren’t cookie cutter clones like the big chains so they can, and actually do, personalise their stores to suit their communities.”

Says Tracy Wilson, general manager marketing Metcash/IGA: “IGA stores across Australia are designed with their shoppers in mind and this campaign is a true reflection of that. The strength of IGA is their personal service, the support given to local suppliers, their unique ranges, and the place they sit at the heart of local communities across Australia, because IGA truly is a place where the locals matter.”

The campaign is running across TV, social and digital.

Client: Metcash
Brand: IGA
General Manager Marketing: Tracy Wilson
Head of Marketing: Brand: Helen Kealy

Agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner
Managing Partner: Rebecca Turner
Copywriter: Sarah Mould
Senior Art Director: Simone Parravicini
Head of Design: Nick Williams
Strategy Director: Clare La Palombara
Senior Account Director: Sid De
Account Manager: Justin Westlake
Senior Agency Producer: Monique Pardavi

Production Company: Exit
Director: Mike Oldershaw
Executive Producer: Leah Churchill-Brown
Producer: Giordi Caputo
Editor: Gabriella Muir
Post Production: Vandal
Post Producer: Grace Rouvray
Music & Sound Design: Rumble

Media: Starcom