Thursday, February 22, 2024

IGA partners with TikTok star for Easter campaign

IGA has unveiled that Aussies have over 130 unique Easter traditions and celebrations in its ‘Easter Your Way’ research.

In a bid to showcase the variety and diversity of local communities that they are part of and their unique celebration styles, IGA has created a spin on the traditional hot cross bun.

In partnership with IGA, “baking sensation” Morgan Hipworth has created a “weird and wacky” take on the “much-loved” traditional hot cross bun. Morgan’s hybrid hot cross bun recipe features a “gooey” custard centre, “crunchy” bacon shards and crumbled honeycomb, finished with a dusting of sugar. The recipe can be found here.

“At just 20 years old, Morgan Hipworth is a food sensation with his doughnut and artisan bakehouse, Bistro Morgan, already a Melbourne institution,” says IGA.

“He boasts an impressive Tik Tok and Instagram following who are lapping up his doughy, decadent and indulgent creations.”

Mr Hipworth’s hybrid hot cross bun will be exclusively available in store at Romeo’s Foodhall IGA MLC Centre Sydney on Tuesday, 30 March for a lucky few to sample.

The ‘Easter Your Way’ research  

The research asked participants to describe any special or unique ways in which they celebrate Easter.

This revealed that almost 60% of respondents believe their family’s Easter celebrations are “seemingly standard”.

However, when investigated further, IGA identified over 130 unique ways Australians are planning to celebrate Easter. Answers ranged from the foods eaten, cultural customs and religious practices, through to unique family traditions and special events.

IGA retailer and Chair of the IGA National Retailer Council says that we all have our own special Easter traditions that are unique to our families and often unique to local communities.

“Whether it’s baking coins into a special Easter cake, seafood on Good Friday, Borscht soup or Dutch doughnuts, dying and decorating eggs or even a backyard Easter egg hunt,” he says.

“We know many of our local shoppers are really looking forward to a great Easter celebration with family and friends given how tough it was over Christmas for many to get together.

“IGA is in a unique position where we can tailor our offering to our local communities so they can rest assured they’ll have everything they need this Easter to celebrate in their own personal way.”

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