IGA unwraps what makes Christmas special in latest TV campaigns via The Core Agency


IGA is launching two more national TVCs with a seasonal twist over Christmas, that are inspired by real stories and continue to highlight the special relationships IGA retailers have with their local customers and suppliers. This latest work builds on the IGA TVCs launched eight weeks ago by The Core Agency. The new TVCs go live today.


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, old favourites and products that they can’t source anywhere else to give their festive spread a personal twist.

IGA stores are often owned and operated by families who live and work in their communities, which means they are passionate about supporting local producers, growers and suppliers, along with giving back to their local communities wherever possible.

The TVCs continue with Shane Jacobson, recounting stories inspired by IGA customers and local suppliers. The agency worked with IGA to source genuine stories particular to the foods Aussies love at Christmas time. We see how an IGA owner’s special relationship with a local cherry grower ensures his customers get to enjoy the freshest cherries delivered to his store 24 hours from picking; and why an Italian family visiting their rellos in Australia needn’t have brought their favourite panettone with them all the way from home.

Speaking of his involvement in this new series of TV adverts over the festive season, Jacobson said: “Christmas is such a magical time of year and these new stories bring to life the incredible role IGA stores across the country play in making it just that little bit more special. At the heart of IGA are the locals – local storeowners, local communities, local suppliers and local shoppers and I am thrilled to be able to share even more of the ways that IGA retailers go over and above for their communities.”

Sydney independent, The Core Agency, is part of the creative roster for IGA. Its remit is to bring to life the unique and different things that make IGA special.

Says Christian Finucane, founder and creative partner at The Core Agency: “Our latest stories for IGA further amplify just how markedly different IGA is compared to the big supermarkets. The things that local IGA owners do for their customers are fantastic and the festive period is a great time to share these stories.”

Says Tracy Wilson, general manager marketing, IGA: “IGA owners are part of their local communities, so they know what their customers want and can stock their shelves accordingly. We don’t need to make these things up and are proud to share even more real stories about what sets IGA apart. These new TVCs really showcase the benefits that come with shopping independent and supporting local businesses.”

IGA joins The Core Agency’s client list which includes QBE Insurance, Key Pharmaceuticals, Evergreen, Elders Insurance, Beem It 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
Head of Marketing – Value and Seasonal: Nada Steel
National Brand Manager: Hayley Lusk
National PR & Content Manager: Heather Howell

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

Production Company: Walkabout Films
Director: Graeme Burfoot
Producer: Jude Lengel
DOP: Simon Ozolins
Production Manager: Wendy Lengel
Casting Director: Antonia Murphy / Fountainhead
Editor: Phil Horn
Post: Vandal
Audio: Otis Studios

IGA unwraps what makes Christmas special in latest TV campaigns via The Core Agency