The Monkeys snares IGA supermarkets account after pitch including incumbent Creative Oasis
Sydney-based The Monkeys has won Metcash’s IGA supermarkets business, after a pitch that included incumbent Creative Oasis.
Says Metcash general manager marketing for Food & Grocery, Madeleine Fitzpatrick: “The new relationship with The Monkeys as our lead advertising agency is a significant part of our transformation journey.
“As an independent, Australian agency we believe The Monkeys has a natural empathy for our network of independent retailers, as well as a sharing a determination to succeed in an increasingly competitive environment. This, coupled with their signature approach as provocative thinkers, will help elevate the IGA brand.”
Adds Mark Green, CEO of The Monkeys: “We are looking forward to working with the guys at Metcash and IGA. As an independent Australian business we felt a bond with the team immediately and the work we will create together will be fun and challenging.”
Fitzpatrick thanked incumbent Creative Oasis who created the most recent work for the brand, featuring comedian Anh Do: “I would like to recognise Creative Oasis for their work in helping to build the IGA brand, evident through the ‘How the locals like it’ campaign. The quality of this work was a significant step forward and helped provide a unified position for the IGA brand. Creative Oasis will continue to support other areas within the Metcash Food & Grocery business.:
9 Comments
Hmmmm
is this the result of past work, or new broom client side
strange – always thought that Anh Do work was decent
Oh come on, Ahn Do work was incipit. Independent grocer chain versus the duopoly is a real opportunity.
old cd guy – once again bringing positivity to the blog
I think you’ll find the word you’re looking for is ‘insipid’
@timetoretire – I’m way ahead of you. I got out a decade ago. I WAS being positive; it’s an opportunity to do hard-hitting, highly creative work in a category dominated by the bland superbrands. And then there’s the quirky ALDI work which while very good is still rather marginal. Surely you’re not suggesting the Ahn Do work is a high-water mark in supermarket advertising? And finally, my autocorrect underlined ‘insipid’ in red, so I tried ‘insipit and it approved’. Go figure. I didn’t like it either.
Hopefully they’ll put good ads on ma’ telly tellin’ me to fill ma’ belly.
@ Old CD Guy – If you got out a decade ago, why do you fill in the long, lonely hours by posting negative comments on here?
Most people just play golf or go fishing.
“I would like to recognise Creative Oasis for their work in helping to build the IGA brand, evident through the ‘How the locals like it’ campaign” and to demonstrate our sincerest appreciation we are pissing them off. What absolute bullshit! Why aren’t these people ever honest when they fire an agency?? If they can’t find appropriate reasons for moving on there’s always weasel words to hide behind
Last time I looked Metcash were owned and run by a buncha Yarpies.