IGA takes aim at Coles and Woolies in latest TV campaign

Independent supermarket chain IGA has launched a new promotion that gives shoppers a one in five chance of winning a prize when they spend $30.

The TV campaign supporting the promotion pokes fun at the collectibles craze that has been a common feature at Coles and Woolworths over the last 12 months.

Three TVCs have been launched showing shoppers initially happy with their miniature collectible until they find out from a friend that they could have won an actual product.

The campaign is running across TV, print, radio, digital and social and aims to further differentiate IGA from the big supermarkets, according to The Core Agency.

“We wanted to reward IGA shoppers with a collection of products they can actually use. There are millions of real prizes to be won including groceries, IGA Gift cards and four $5,000 cash prizes,” said Tracy Wilson, general manager marketing at Metcash.

This latest promotion is a clear demonstration of how IGA delivers value to our local shoppers.”

IGA’s focus on delivering tailored local products was at the heart of its previous campaign, with stories of the connections between retailers and the communities they serve.


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