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IGA TV campaign focuses on community connections

Supermarket chain IGA has released a series of new TV adverts based on real life stories, to celebrate the local connections formed through its independently-owned stores.

IGA partnered with ad agency, The Core Agency on the new TVCs which bring to life the special connection with Aussie customers, communities and suppliers.

Tracy Wilson, general manager marketing, said IGA is proud to showcase the generous people behind IGA and share a few stories of how they go above and beyond for local communities.

“Our new TVCs tell just a handful of these stories with refreshing simplicity and continue the work already established with our 1,400 Stores 1,400 Stories series,” Wilson said.

Australian actor Shane Jacobson is fronting the campaign, which shares stories of local retailers tracking down some of their customers’ favourite products.

“IGA stores truly sit at the heart of communities across Australia. I have been lucky enough to spend time with many IGA owners and see first-hand their generosity and the important role they play in the communities they operate in. I’m thrilled to be part of these new TVCs which showcase just some of the things that happen in IGA stores day in and day out,” Jacobson said.

IGA’s store network is made up of mostly family businesses who can build a direct connection to their communities and often support local producers, growers and suppliers.

“IGA is an iconic Aussie brand and we are thrilled to be working with the whole team,” Christian Finucane, founder and creative partner at The Core Agency said.

“As an independent, we share the same values as IGA and can’t wait to help deliver their plans. There’s a wealth of compelling IGA stories to tell, and our new creative brings an authentic way for Shane to share them with Australia.”

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