IGA promotes independent shopping

Screen Shot 2015-06-16 at 4.40.41 PMSupermarket retailer, IGA, has marked the launched of its Price Match Promise initiative with a new campaign led by Australian actor and comedian, Shane Jacobson.

“It Pays to Shop Independent” comprises of a series of television commercials created in tandem with advertising agency, The Monkey, whose clientele include Telstra, Ikea, and UBank.

Madeleine Fitzpatrick,  Metcash food and grocery GM, marketing, said Metcash was pleased to be working with The Monkeys to bring this next evolution of the IGA brand to life.

“It pays to shop Independent is part of IGA’s Price Match initiative, designed to empower Australian shoppers to proudly shop independent at no additional cost. The Price Match initiative is just the start of IGA’s commitment to its customers,” Fitzpatrick said. 

The television commercials see Australian actor and comedian, Shane Jacobson, pushing a shopping trolley around Australia to encourage shoppers to rally behind independent shopping.

Earlier this week, Metcash reported a $384 million full year loss after intense competition in the supermarket sector resulted in $640 million in writedowns.

The loss compares to a $169 million profit for 2013/14. But the group recorded underlying earnings before interest and tax of $325 million, which is at the upper end of the group’s $315 million and $330 million guidance range.

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