IGA launches second stage of its brand campaign with front man Anh Do via Creative Oasis

Pictanhdodippersure 1.jpgIGA supermarkets and its supplier Metcash Limited, this Sunday (June 2) will launch the second stage of its largest ever marketing campaign, featuring comedian Anh Do.
 
The second stage of the campaign focuses on how IGA's independent retailers are a critical part of their local communities by funding charity and community groups like the Royal Flying Doctor Service through the Community Chest program, which has raised more than $60 million over the last 10 years.

WATCH THE SPOT
WATCH THE BTS
The total $10 million campaign will run in television, digital media, catalogue and at point of sale in the 1,400 IGA stores over the next year and reinforces IGA's strong affinity to the local communities where it operates across Australia.
 
The new TV commercial shows Do visiting the Flying Doctors, surfing with local Surf Lifesaving nippers and visiting schools which have been recipients of new computers through Community Chest donations.
 
Says Silvestro Morabito, chief operating officer of Metcash Food & Grocery: "This stage in the campaign will ensure shoppers know the important role IGA stores, which are owned and operated by locals, play in local communities.
 
"The campaign also demonstrates the commitment local independent retailers have made in supporting more than 1,000 recipients across the country, including charities, community organisations, schools and hospitals over the last year.

"The first stage of our campaign, which demonstrated to consumers that IGA stores deliver brands that consumers want, not what they are encouraged to buy, has been a big success."
 
The online campaign dovetails into the television commercials, demonstrating how IGA stores help their local communities.
 
The campaign continues IGA's proposition of 'how the locals like it', where the IGA stores proudly caters to the communities in which they trade.
 
Client: Metcash Food & Grocery, IGA
General Manager, Marketing: Michele Teague
Consumer Marketing Manager: Tracy Wilson
National Brand Manager: Loane Avenell                                              
Agency:Creative Oasis
Creative Director/Writer: Paul Knights
Producer: Chris Ford
Production Company: Filmgraphics Entertainment
Director: Adam Blaiklock
Producer: Tony Tverdeich          
Media Agency: Starcom Mediavest

5 Comments

Groucho said:

If I wasn't speechless I would leave a comment.

KK said:

please don't show us making of videos of content that is :60's of my life I won't get back - I stopped watching half way through

Like said:

yep, another good one from the pen of PK

Insensitive to others said:

Why would you PR this? Don't you care about the retinal health of those around you.

Gem said:

Yes I agree the BTS should be left for those involved in the ad, and the internal staff at IGA.

But the TVC is great - Anh is great talent.

I

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