Creative shop The Monkeys has created the second instalment of its 'It Pays to Shop Independent' campaign for Metcash/IGA Supermarkets.
Creative Shop The Monkeys has created the second instalment of their 'It Pays to Shop Independent' campaign for Metcash/IGA Supermarkets, selling customers on the idea of the supermarket chain as an alternative to Coles and Woolworths.
Actor and comedian Shane Jacobson reappears in the new integrated campaign, pushing a trolley and handing out IGA goodies to passersby as he talks up IGA's ownership structure.
“Your local IGA is independently owned, by an actual real person, like Billy,” says Jacobson. “So it's free to buy Australian-grown produce.”
Metcash’s Food and Grocery general manager marketing, Madeleine Fitzpatrick said: “This campaign is a continuation of our story of 'why it pays to shop independent' and reflects our determination to create a sustainable future for independent business in Australia."
Fitzpatrick said Jacobson was brought back in because he resonates with shoppers and “is passionate about supporting independent retailers.”
Scott Nowell, ECD at The Monkeys said: “Shopping independent benefits your community and the people around you, which is more important than ever at this time of year.”
The integrated campaign is supported by TV, digital, OOH, print as well as in-store activities.
IGA will bolster the summer campaign with a sponsorship of a new lifestyle BBQ program, Aussie Barbecue Heroes.
What do you think? Did The Monkeys hit the right note for IGA? Leave your thoughts below ...
