Special Unveils Brand Platform for IGA, Spotlighting Home Ground Advantage of Shopping Local

IGA has embarked on a mission to redefine ‘shopping local’. For years, a visit to your local independent grocer was seen as the convenient choice and a kind-hearted gesture to support the local community. But in their latest brand campaign, IGA and Special are showing Aussies that shopping local isn’t a community service, it’s a savvy move made by smart shoppers. 

‘You Can’t Beat Local’ celebrates the home ground advantages shoppers can expect at IGA, from hundreds of everyday products price matched to the big two competitors through to a product range tailored to the specific needs and wants of each local area.

The integrated brand campaign includes a 30 second hero film and three 15 second spots featuring some of the many IGA stores from around Australia, local legend owners, and the custom range and value pricing propositions found in every location.

And with the festive season fast approaching, a second iteration of the campaign was launched in quick succession showing how shopping local helps savvy shoppers swerve the Christmas chaos that occurs in shopping centres every December. 

Fiona Johnston Metcash GM shopper brand and loyalty said, “IGA is famous for being local, and always will be, but some Australians still think that shopping local comes at a cost. We want to dispel that myth and flip what local means on its head and are excited to launch this new loud, proud and exciting campaign, showcasing how you can’t beat local for range, ease and value. IGA retailers stock the things their local shoppers need and want from everyday essentials to hidden gems you can’t get anywhere else. It’s easy to get into our stores and convenient to get good value through specials that are special to our locals and price matching on the products that count. Shopping locally shouldn’t just feel good - it can also make a real difference on your wallet and it’s time to tell more Aussies about the game changing power of local.”

Lindsey Evans, partner and CEO at Special said, "This campaign marks the beginning of Special's partnership with a team of open, brave and kind marketers who share our independent values. We're excited to continue redefining what it means to shop locally with IGA - at Christmas, and all year long.”

Cassie Broad, Starcom Australia business director said, “Working closely with IGA and Special to bring to life the new, bold brand positioning has been an incredible experience. The Starcom Australia team have thoroughly enjoyed bringing to life the 'You Can't Beat Local' concept within the media strategy, with targeted screens, OOH and social placements allowing us to hero the power of local.”

This is the first campaign Special has created for IGA since partnering with the brand in June 2024.

The ‘You can’t beat local’ platform debuted recently with an integrated campaign running across TV, social, OOH, earned and owned assets.

The complementary Christmas campaign including a 30-second TV spot, OOH, radio, social and owned media launched on 11 November 2024.