IGA fires next salvo against Coles and Woolworths

By By Wenlei Ma | 9 July 2012
 

Metcash's IGA chain has launched another attack in its war against Australia's two largest supermarket brands, Coles and Woolworths, with a $5 million campaign.

IGA Supermarkets is the third-ranked supermarket player behind Woolworths and Coles in terms of scale, and its new campaign is focused on pricing with the tagline, 'Locked Down Low Prices'.

Metcash Food and Grocery chief operating officer Silvestro Morabito said: “In the current challenging landscape of retail, we need to strengthen our value proposition and present IGA to consumers as a real point of difference. We are investing significantly in the national 'Locked Down Low Prices' initiative, which will now be the backbone of IGA's positioning going forward.”

Recently, IGA launched a campaign against its supermarket rivals which promoted the chain's support of branded products versus private labels.

Woolworths has embarked on a repositioning of its brand which still retains its 'Fresh' offering while Coles continues with its 'Down Down' branding.

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