Launched last week, the integrated campaign comprises TV ads featuring Australian actor and comedian Shane Jacobson.
The ads showcase how IGA keeps the spirit of community alive by offering customers a tailored range to meet their needs, providing genuine and friendly service and supporting local suppliers, while also giving back to local communities and providing low prices every day across the store. Metcash says community spirit is what each independently owned and operated IGA store brings to its local community every day, and what the IGA collective brings to Australia.
Commenting on the campaign, Metcash Supermarkets and Convenience CEO Steven Cain said: “We’re excited to launch this new campaign, which brings to life just how important local IGAs are to the communities they serve. Through a series of ads, IGA ambassador Shane Jacobson highlights all the ways IGA supermarkets embody community spirit.”
The ‘That’s the Spirit’ campaign also showcases low prices that are available across the store in categories such as meat, deli, dairy, baby needs and household needs.
“We introduced Price Match in 2015 and we’ve found it to be a huge success,” Mr Cain said. “Low prices every day is the next stage in our commitment to helping shoppers support their local IGA, by ensuring that we offer competitive prices across an even wider range of products they buy on a regular basis.”
In addition to TV ads, the ‘That’s the Spirit’ campaign also includes digital, outdoor, press, in-store display, social media and PR.