IGA rewards customers with real products in new promotion + campaign via The Core Agency


IGA has launched a new Scratch and Win promotion to reward customers for shopping at IGA. The promotion gives shoppers a one in five chance of winning instantly, for every $30 they spend in store, and is supported by a playful TV campaign developed by The Core Agency, that shows customers winning real prizes.


Each of the TVCs shows shoppers who are initially happy with receiving a miniature novelty product, until they discover they could have won the real thing at IGA. The integrated campaign is running across TV, print, radio, digital and social and went live on 29 January 2020.

IGA is a network of 1,400 independently owned stores, whose communities help shape what goes on their shelves. Because they have a unique and genuine connection to their local communities, they can tailor their ranges to give local customers more of what they like. This means IGA shoppers can discover unique local products, plus trusted everyday staple brands and products.

Says Christian Finucane, founder and creative partner at The Core Agency: “This promotion offered a great opportunity for us to further differentiate IGA from the big supermarkets.”

Says Tracy Wilson, general manager marketing, IGA: “We wanted to reward IGA shoppers with a collection of products they can actually use. There are millions of real prizes to be won including groceries, IGA Gift cards and four $5,000 cash prizes. This latest promotion is a clear demonstration of how IGA delivers value to our local shoppers.”

This latest campaign comes just a month after the agency announced it had won national aged care and disability services provider, Just Better Care in a competitive pitch. Clients at The Core Agency include IGA, QBE Insurance, Just Better Care, Key Pharmaceuticals, Evergreen Garden Care, Beem It, Elders Insurance and PwC.

Client: Metcash
Brand: IGA Supermarkets
Executive General Manager, Retail Channels: Danielle Wilkes
General Manager Marketing: Tracy Wilson
Head of Marketing – Brand: Helen Kealy
Senior Brand Development Manager: Stephanie Amann

Agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner
Senior Copywriter: Kevin Macnamara
Senior Art Director: Simone Parravicini
Senior Designer: Nick Williams
TV Producer: Bill Doig / Monique Pardavi
Business Director: Rebecca Turner
Senior Account Director: Sid De
Senior Account Manager: Max Whitehouse
Strategy Director: Andrew McCowan

Production Company: Helium
Managing Director: Brenden Johnson
Director: Mike Oldershaw
DOP: Jason White
Producer: Ben O’Donnell
Food Production: Tony Luu
Food Stylist: Ben Masters
Casting: Fountainhead
Post: Vandal
Music: Rumble