IGA launches new ‘That’s the Spirit’ campaign with Shane Jacobson via The Monkeys
IGA has launched its new ‘That’s the Spirit’ campaign developed by creative agency The Monkeys.
The integrated campaign comprises TV advertisements featuring Australian actor and comedian, Shane Jacobson.
The advertisements showcase how IGA keeps the spirit of community alive through; offering customers a tailored range to meet their needs, providing genuine and friendly service, supporting local suppliers while giving back to local communities and providing low prices every day across the store. Community Spirit is what each independently owned and operated IGA store brings to their local communities every day and what the IGA collective brings to Australia.
Says Steven Cain, CEO, Metcash Supermarkets & Convenience: “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 advertisements, IGA ambassador Shane Jacobson highlights all the ways that IGA supermarkets embody community spirit.”
The ‘That’s the Spirit’ campaign also showcases low prices that are available across the store, in categories like meat, deli, dairy, baby needs and household needs. The advertising features products like Lilydale Free Range Bulk Chicken Breast Fillets and Thigh Fillets – both at just $13.99 per kilo, Huggies Essentials 40-54 pack at $13 and Quilton White Toilet Rolls 18 pack now at just $9 each.
Says Cain: “We introduced Price Match in 2015 and we’ve found it to be a huge success. 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 that they buy on a regular basis.”
In addition to TV advertisements the ‘That’s the Spirit’ campaign also includes digital, outdoor, press, in store display, social media and PR.
Says Scott Dettrick, creative director, The Monkeys: “IGA is an Australian brand that truly reflects a real sense of community spirit – they probably know your name when you walk into the store and support your local football team. We are excited to bring this new campaign to life with Shane Jacobson.”
Agency: The Monkeys
Co-founder and Group CEO – Mark Green
Managing Director – Matt Michael
Group Strategy Director / Partner – Fabio Buresti
Executive Creative Director / Partner – Scott Nowell
Creative Director – Scott Dettrick
Senior Art Director – Michael Malherbe
Copywriter – Renee Bryant
Group Content Director – Sam McConnell
Senior Content Manager – Samar Karim
Planner – Charlotte Marshall
Senior Producer – Tamara Kennon
Head of Production – Thea Carone
Production Company: Filmgraphics
Director: Steve Callen
Producer: Anna Fawcett
Edit House: The Editors
Editor: Jess Mutascio
Producer: Daniel Fry
Original Music Composition: Rumble Studios
Producer: Michael Gie
Post Production
Flame: Mikey Brown at FIN
Producer: Emily Newbould at FIN
Colourist: Ben Eagleton at Be
14 Comments
More proof that the creative reputation of this agency is seriously over rated.
Monkeys are hopelessly out of their comfort zone in this category.There is no clear message,just a shopping list of generic crap.With Woolworths surging ahead,Coles pulling their pants down on price and Aldi having a clear and attractive offer IGA are in a very scary place.And That’s the Spirit certainly won’t save them.Pitch it.
Nice insight, wooden / terrible execution.
Where’s the provocation the Monkeys preach here?
Campaign Brief AOTY right there.
… Bad. What a waste.
I’d like to think ads PR’d on here are at least better than the ads I make.
Mate, they all are
IGA’s advertising….that’s why I pick woolies.
Is that fat dude somebody famous? Forgive me for not knowing. Just hoping nobody actually picked him for screen presence and talents. Put me off buying my chips and cigarettes.
Dude…not cool. I’m sure he’s a nice guy, and just because he has a big gut doesn’t mean he’s a bad person. And he isn’t super fat either, just big and a bit overweight.
https://www.youtube.com/watch?v=r2QVjp4KEjU
this one was given to a roomful of chimps.
surely.
I fail to see how you think using a shit cleaner for promotion is a good idea
, best known as the “Dunny Man” for his performances as the eponymous character Kenny Smyth, a plumber working for a portable toilet rental company
He Shane AKA Has Been, got alot of $$$$ doing a weight lose ad for Jenny Craig, That worked mate? So now the Spirit of the community is him? Real Healthy sort hey… My local IGA is a shit pit, far from welcoming, the manager’s all look stressed, tell the staff what they are doing wrong right in front of you. They, the manager’s don’t say hello to you. That’s the new Genuine Friendly service! Far from it………That’s why i shop, well you know…. Epic Monkey “Magic” Fail……” Let Me do it next time”….BTW, I am a healthy middle aged bloke too…
Nuff sed…