The locals matter in IGA’s latest national television campaign via The Core Agency


IGA has launched a series of new national TVCs inspired by real stories. These TV adverts celebrate how IGA retailers do things differently because they are independent and bring to life the special relationships they have with their local customers, communities and suppliers. It’s the first major work by IGA’s new creative agency, The Core Agency.


IGA is a network of 1,400 independently owned stores whose communities shape who they are and what they put on their shelves. These businesses, which are often family owned have a unique and genuine connection to their local communities and are passionate about supporting local producers, growers and suppliers, along with lending a hand and giving back to their local communities wherever possible.

The new TVCs continue with Aussie favourite, Shane Jacobson recounting things that have happened in IGA stores across the country. The TVCs show how one local retailer made it easy for a boutique relish producer to get stocked at her IGA; and how another store owner hunted down an Irishman’s favourite cheese from home that he couldn’t find anywhere else.

Speaking of his involvement in the new TV adverts, Jacobson said: “IGA stores truly sit at the heart of communities across Australia. I have been lucky enough to spend time with many IGA owners and see first-hand their generosity and the important role they play in the communities they operate in. I’m thrilled to be part of these new TVCs which showcase just some of the things that happen in IGA stores day in and day out.”

Sydney independent, The Core Agency, joined the creative roster for IGA towards the end of 2018, with the remit of bringing to life the things that make IGA special.

Says Christian Finucane, founder and creative partner, The Core Agency: “IGA is an iconic Aussie brand and we are thrilled to be working with the whole team. As an independent, we share the same values as IGA and can’t wait to help deliver their plans. There’s a wealth of compelling IGA stories to tell, and our new creative brings an authentic way for Shane to share them with Australia.”

Says Tracy Wilson, general manager marketing: “We are proud to showcase the incredibly generous people behind IGA and share just a few of the stories of how IGA retailers across the country go above and beyond for their local communities, day in and day out. Our new TVCs tell just a handful of these stories with refreshing simplicity and continue the work already established with our 1,400 Stores 1,400 Stories series.”

IGA joins The Core Agency’s client list which includes QBE Insurance, Key Pharmaceuticals, Evergreen, CommBank, Elders Insurance, beem it, PwC and The Fred Hollows Foundation.

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