Metcash and IGA set to turn up the heat this Summer with a new Christmas campaign

Metcash and IGA are set to turn up the heat this summer with a new national integrated marketing Christmas and summer 2015-6 campaign.

The campaign will kick off with IGA’s involvement with new lifestyle TV program Aussie Barbecue Heroes with involvement from its advertising agency The Monkeys. IGA is the major sponsor of this new food and lifestyle program, which will be aired on Channel Seven nationally. Aussie Barbecue Heroes will see nine of Australia’s best barbecuing teams compete. The program will be hosted by one of the best Australian barbecue chef – Ben O’Donoghue. The produce used in the series is readily available from independent IGA retailers around the country.

As well as entertaining viewers with barbeque ideas, the marketing campaign highlights other informal dining options for summer and the festive season. Metcash’s food and grocery general manager marketing, Madeleine Fitzpatrick, said with the biggest network of any of the supermarkets in the country, our 1,500 independently owned IGAs supermarkets are all conveniently located for fast and friendly service.

Says Fitzpatrick: “IGA stores are run by some of the most passionate local retailers in the country and they are all gearing up for a busy summer and Christmas.

“Our campaign highlights the many entertaining options we have on offer over the summer and Christmas period, it also brings to life the heart of the IGA story and focuses on our localised offerings, which our customers love.

“We know Australians are more spontaneous over summer. Nearly 50 percent of all shopping trips made by consumers are made for informal entertaining. Barbecues are a big part of this so we are thrilled about the launch of Aussie Barbecue Heroes and the excitement it will generate around one of our greatest Aussie loves.

“This summer, you will see a great range of fresh products from IGA, including Australian Lamb Cutlets and Racks of Lamb for the BBQ, Lilydale Chicken Fillets and Drumsticks, Beef Eye Fillets and Pork Ribs, just to name a few.”

The new summer campaign will run alongside the ongoing Price Match initiative allowing consumers to purchase their key value items at very competitive prices.

Says Fitzpatrick: “This summer, IGA supermarkets have everything consumers need, including a wide range of fresh food from great quality Australian producers to uniquely sourced products for the local IGA neighbourhood store. Our summer campaign will give our customers even more reasons to know why it pays to shop independent.”

The integrated campaign will run nationally and will include: TV, outdoor, print, in store radio, point of sale and digital. The campaign will launch mid-November.

Finally, Metcash has relaunched its Black and Gold range with 200 products with the new branding in store in time for Christmas and hundreds more in the coming months.