IGA launches new value campaign spotlighting surprising prices
The retailer has unveiled a new campaign with Special that challenges perceptions around value at local IGA stores.
The announcement:
IGA has just unveiled a new value campaign, Can’t Believable Prices, in partnership with Special, tapping into the simple truth that new customers are often shocked by the impressive prices on offer at their local IGA.
With thousands of everyday low prices and impressive weekly specials, research found new customers get a reverse sticker shock, often finding IGA’s prices are much lower than expected.
To shine a light on this truth, the campaign launched with a series of 15-second spots shot by Revolver’s Fiona McGee. Each spot shows a familiar moment quickly derailed by people discovering prices they didn’t expect from IGA. And each spot was made in a modular way, so prices and products can be rotated to match IGA’s best deals.
Says Stephanie Amann, senior campaign manager at IGA, “I can’t believe people are surprised by our competitive prices, but they are. Can’t Believable Prices tackles the brand’s value perception head on and leads the category with a disruptive and memorable platform that challenges shoppers to take another look at IGA.”
The TV is supported by a comprehensive out of home, radio and social campaign that puts IGA’s surprising prices front and centre.
“I can’t believe how much fun we’ve had taking a simple truth out of customer research and blowing it up,” says Nils Eberhardt, ECD at Special. “I can’t believe Bega Cheese 250g is just $6.50 this week at IGA,” added Simon Gibson, ECD at Special.
Can’t Believable Prices is the latest instalment in the You Can’t Beat Local platform, and the first outing for the new design system developed by Special.
CREDITS
Metcash – IGA
Fiona Johnston: General Manager Shopper, Brand & Loyalty
Stephanie Amann: Senior Campaign Manager
Donna Churches: Campaign Manager
Creative Agency – Special
CEO & Partner: Lindsey Evans
CSO & Partner: Dave Hartman
CCOs & Partners: Tom Martin & Julian Schrieber
ECDs: Simon Gibson & Nils Eberhardt
Senior Creatives: Gabe Woodmansey & Jono Aidney
Design Director: Sabine Schwarz
Head of Film Production: Tash Johnson
Head of Stills Production: Nick Lilley
Team Lead: Caity Cowper
Team Lead: Gill Russell
Senior Strategy Director: Abbie Dubin-Rhodin
Senior Business Director: Maddie Armstrong
Business Director: Elliot Aitken
Integrated Producer: Will Sealey
Artworker: John Rivera
Media – Starcom
Client Services Director: Sam Down
Group Strategy Director: Drew Usher
Business Director: Mina Savjak
Account Director: Ashleigh Tucker
Account Manager: Stamati Tsiamis
Performance Manager: Emirza Prabu
Performance Exec: Noah Conyer
Production Company – Revolver
Director: Fiona McGee
Managing Director/Co Owner: Michael Ritchie
Executive Producer: Nick Payne
Producer: Alex Kember
DOP: Sam Chiplin
Production Designer: Alex Holmes
Editorial: the Editors
Editor: Mark Burnett
Online: Stu Cadzow
Colourist: Edel Rafferty
EP/Managing Partner: Nicoletta Rousianos
Sound Post: Rumble Studios
Source: Extollo
