The supermarket has launched its first Christmas ad for the year with a focus on its local spirit.
Following the success of its '1400 stores, 1400 stories' series created by March One, IGA enlisted the agency to deliver its Christmas campaign featuring Australian comedian Shane Jacobson.
The spot features families gathering around for Christmas meals and aims to highlight the brand's focus on local communities.
It features real shoppers and their families cast from IGA stores.
Metcash food and grocery general manager of marketing Danielle Wilkes says the ad showcases the lead up to Christmas and captures the “local spirit” of IGA storeowners.
The ad will roll out across TV, out of home, digital, social and in-store.
March One creative director and owner Ben Coverdale says it already had a strong understanding of IGA's values after working with them for the '1400 stores, 1400 stories' campaign.
“The heart of IGA’s brand are locals: local storeowners, local suppliers, local communities and local shoppers,” Coverdale says.
“It was a natural fit to build the campaign around those locals, using shoppers cast from the Taren Point IGA store.”