IGA re-launches SUPA IGA brand campaign after acquisition of Franklins stores via Creative Oasis

Australia’s largest network of 1,400 supermarkets, IGA, has launched a $3.5 million campaign across NSW to boost the SUPA IGA and IGA brands, following the acquisition of Franklins stores.

To capitalise on this expansion of the IGA branded stores in NSW from 272 to 346 supermarkets following the re-branding from Franklins, IGA’s new marketing and branding campaign is aimed to convert NSW consumers to its brands.

The campaign across TV, outdoor and digital platforms will concentrate on promoting the SUPA IGA large format stores across the state.

Says Michele Teague, general manager marketing with IGA’s supplier Metcash Food & Grocery: “The SUPA IGA brand positioning builds on the positive brand image of IGA, and we are aiming to convert consumers from shopping at the national chains.

“In the campaign we will also reinforce the fact that IGA customers can purchase their favourite grocery brands and varieties and do not need to settle for just home, generic or corporate brands.”

The smaller format IGA stores across NSW will also promote their great value, service and range as a separate channel to the SUPA IGA brand.

Says Teague: “We will continue to promote IGA stores with the positioning of ‘how the locals like it’, offering real choice to consumers of products that they want, not simply what supermarket head offices want to sell to them.

“The campaign communicates that the expanded SUPA IGA network, following the Franklins’ integration, is everything consumers like about their smaller format and convenient local store, but on a larger scale with very competitive prices.”

Each IGA and SUPA IGA supermarket is independently owned and many tailor their grocery ranges to the needs of their consumers – a strong point of difference from the national chains.

The new advertising campaign that launches Sunday 14th October includes TV, out of home (supersites, superbuses, monorail), catalogue and online was created by Creative Oasis.

The Franklins brand was established in 1941 by Frank Lindstrom and was re-launched in 2002 as Franklins Supermarkets, with the chain’s footprint centered on Sydney, central west and central coast of NSW and Hunter Valley.

Client: Metcash Food & Grocery

Producer: Alex Tizzard