Shane Jacobson Returns for IGA in Latest Works Via Lead Agency

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

With over 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 true understanding of the local communities they serve, because they are locals too. Whether it’s stocking shelves with products that reflect local people, providing authentic and personalized service, supporting local farmers and producers, or giving back to community causes, IGA offers a different experience. to buyers.

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

Christian Finucane, co-founder and creative partner of The Core Agency, said: “One of the particularities of IGA is that it is the shoppers who play an important role in shaping their local store. Because IGAs are family-owned, they aren’t cookie-cutter clones like the big chains, so they can customize their stores to suit their communities.

Tracy Wilson, Metcash/IGA Managing Director of Marketing, added: “IGA stores across Australia are designed with their customers in mind and this campaign is a true reflection of that. IGA’s strength lies in their personal service, support for local suppliers, unique ranges and the place they hold at the heart of local communities across Australia, because IGA truly is a place where locals matter.

The campaign is taking place across television, social media and digital.


Client: Metcash

Brand: IGA

Chief Marketing Officer: Tracy Wilson

Marketing Manager: Brand: Helen Kealy

Agency: the central agency

Founder & Creative Partner: Christian Finucane

Founder and Creative Partner: Jon Skinner

Managing Partner: Rebecca Turner

Editor: Sarah Mold

Main artistic director: Simone Parravicini

Design Lead: Nick Williams

Chief Strategy Officer: Clare La Palombara

Senior Account Manager: Sid De

Account Manager: Justin Westlake

Senior agency producer: Monique Pardavi

Production Company: Quit

DIrector: Mike Oldershaw

Executive Producer: Leah Churchill-Brown

Producer: Giordi Caputo

Publisher: Gabriella Muir

Post-production: Vandal

Post-producer: Grace Rouvray

Music and sound design: Rumble

Media: Starcom

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