IGA ramps up ‘Locked Down Low Prices’ marketing campaign via Creative Oasis
IGA supermarkets and its supplier Metcash Limited, next Sunday (July 7) is set to ramp up its ‘Locked Down Low Prices’ marketing campaign via Creative Oasis.
The new campaign includes two new TV commercials, online, catalogues and point of sale and feature the new face of IGA – comedian Anh Do.
It is the third stage of a more than $10 million marketing campaign, following the first two stages focussing on shoppers’ favourite brands and IGA’s Community Chest program, which has raised more than $60 million over the last 10 years.
The key promotional components in the marketing campaign are a padlock called “Lockie” and Do explaining the pricing initiative.
The new campaign will also see the prices of 1,000 products, including Balducci Pasta, Bulla Ice Cream and Schweppes’ drinks, dropped and locked for the next three months, to be followed by a rolling stream of price cuts on hundreds of other products.
Says Michele Teague, general manager marketing of Metcash Food & Grocery: “Our Locked Down Low Prices campaign clearly displays the price competitiveness of IGA’s network of 1,400 independently owned supermarkets across Australia.
“It is time that the public is made aware that IGA can not only match the national chains in price but deliver a better value shopping experience, with our ranging of shoppers’ favourite brands and service delivered by the local staff and owners of the supermarkets”, she added.
The new TV commercial shows Anh Do with the animated padlock called “Lockie”, locking down hundreds of prices on great brands all over the store.
“This third stage of our campaign shows consumers that IGA delivers brands that consumers want, not what they are encouraged to buy, at great prices that are locked in for an extended period of time.”
The campaign also continues IGA’s proposition of ‘how the locals like it’, where the IGA stores proudly cater to the local 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
Senior Art Director: Paul Tilley
Producer: Chris Ford
Production Company: Filmgraphics Entertainment
Director: Adam Blaiklock
Producer: Rona Lewis
Animation: Heckler
Head of 3D: Mick Watson
Producer: Samantha Daley
Sound Design: Gas Inc
Sound Engineer: Buzz Pringle
Media Agency: Starcom Mediavest
7 Comments
What a clever strategy, go head on with Coles on low prices. That will scare them. C’mon IGA find a credible position you can own, or just give your stores to Coles.
lock down – lock – locky
holy fuck!!!
Well, living just 200 metres from an IGA, I can say with absolute certainty that an identical product that’s $12.00 in the chemists up the road is gouged to $19.95 in IGA.
Locked Down?
My arse.
I wonder how Ben Lee justifies selling his music for use to a company that was formed on the profits from Apartheid?
they’ll work at the box office tho – ergo good
Guess what people? Low prices is the battleground. Down Down works. And despite all their wonderful brand work for WW, D5 are now churning out Peaman, Piggybank and More Savings ads for WW by the second. Whether IGA’s Locked Down is any better, or any different, hardly matters – it’s the right message, for the right audience. It mightn’t win them any new customers, but it sure won’t lose them any either. Apart from that – he’s good talent and they’re nicely written and produced. If I was IGA, I’d be very happy.
Agree about generic positioning. There is so much potential for supermarkets to do something unique, especially something that hasn’t been done 10 years ago in the UK or US. Sadly, every agency seems to keep them in the same rut.