The Grocery Store Where You're in Charge: A New Campaign for IGA, from The Core Agency

The special connection IGA has with their local shoppers is showcased in a new brand campaign from The Core Agency. 

With more than 1,300 independently owned and operated supermarkets across Australia, IGA stores are designed to meet the needs of their local shoppers. 

IGA supermarkets and the families who run them have a genuine understanding of the local communities they serve, because they’re locals too. From stocking the shelves with products that reflect the local people, providing authentic and personalised service, supporting local farmers and producers, to giving back to causes in the community, IGA offers a different experience for shoppers.

The national campaign is the latest evolution of IGA’s focus on delivering campaigns centred around the core idea ‘There’s a place where the locals matter’ and continues to use the brand’s storyteller Shane Jacobson to highlight the special relationships people have with their local IGAs.

Christian Finucane, co-founder and creative partner at The Core Agency said: “One of the special things about IGA is that it’s the shoppers who play a big hand in shaping their local store. Because IGAs are family-owned they aren’t cookie cutter clones like the big chains so they can, and actually do, personalise their stores to suit their communities.”

Tracy Wilson, general manager marketing Metcash/IGA added: “IGA stores across Australia are designed with their shoppers in mind and this campaign is a true reflection of that. The strength of IGA is their personal service, the support given to local suppliers, their unique ranges, and the place they sit at the heart of local communities across Australia, because IGA truly is a place where the locals matter.”

The campaign is running across TV, social and digital.