IGA springs into action and leverages the ‘onesie’ phenomena in a new campaign via Creative Oasis

Australia’s largest network of supermarkets, IGA, has launched a new campaign via Creative Oasis, around the theme of spring, capitalising on the ‘onesie’ phenomena currently sweeping the world.

The spring campaign features a bear character dressed in a onesie waking from his winter hibernation. He ‘Springs into Action’ to take advantage of the special spring savings on offer at local IGA and SUPA IGA stores across the country.

WATCH THE SPOT

IGA is perfectly positioned to take advantage of the springtime sales momentum, having joined forces with 14 leading brand partners, which will offer some great weekly deals for spring cleaning, entertaining and cooking during the four week campaign. The campaign demonstrates IGA’s continued commitment to competitive pricing available through its 1,400 independently owned supermarkets across Australia

Appearing on TV, online, in catalogues and point of sale, the campaign is being supported by a $100,000 ‘Spring into Action’ giveaway. Every week for four weeks, customers have the chance to win a first prize of $10,000 in IGA gift cards by purchasing products from the participating brands and completing an online entry form.

Says Michele Teague, general manager of marketing Metcash Food & Grocery: “Our spring campaign continues to build warmth and modernity into the IGA brand. We think it proves that product and price advertising can have creative cut through.”

The new campaign also continues IGA’s proposition of ‘how the locals like it’, where the IGA stores proudly cater to the local communities they serve, from supplying customers with their favourite brands to funding local community groups through the Community Chest and associated programs, which have raised $63 million over the last 10 years.

Client: Metcash Food & Grocery, IGA

Media Agency: Starcom Mediavest