Shot by Revolver’s Fiona McGee.
IGA is tapping into the shock that customers get by their impressive prices in a campaign via Special.
The campaign is shot by Revolver’s Fiona McGee.
“I can’t believe people are surprised by our competitive prices, but they are,” said IGA senior campaign manager, Stephanie Amann.
“Can’t Believable Prices tackles the brand’s value perception head on and leads the category with a disruptive and memorable platform that challenges shoppers to take another look at IGA.”
The TV is supported by out of home, radio and social campaign.
“I can’t believe how much fun we’ve had taking a simple truth out of customer research and blowing it up,” said Special ECD Nils Eberhardt.
“I can't believe Bega Cheese 250g is just $6.50 this week at IGA,” said Special ECD Simon Gibson.
CREDITS
Metcash - IGA
Fiona Johnston: General Manager Shopper, Brand & Loyalty
Stephanie Amann: Senior Campaign Manager
Donna Churches: Campaign Manager
Creative Agency - Special
CEO & Partner: Lindsey Evans
CSO & Partner: Dave Hartman
CCOs & Partners: Tom Martin & Julian Schrieber
ECDs: Simon Gibson & Nils Eberhardt
Senior Creatives: Gabe Woodmansey & Jono Aidney
Design Director: Sabine Schwarz
Head of Film Production: Tash Johnson
Head of Stills Production: Nick Lilley
Team Lead: Caity Cowper
Team Lead: Gill Russell
Senior Strategy Director: Abbie Dubin-Rhodin
Senior Business Director: Maddie Armstrong
Business Director: Elliot Aitken
Integrated Producer: Will Sealey
Artworker: John Rivera
Media - Starcom
Client Services Director: Sam Down
Group Strategy Director: Drew Usher
Business Director: Mina Savjak
Account Director: Ashleigh Tucker
Account Manager: Stamati Tsiamis
Performance Manager: Emirza Prabu
Performance Exec: Noah Conyer
Production Company - Revolver
Director: Fiona McGee
Managing Director/Co Owner: Michael Ritchie
Executive Producer: Nick Payne
Producer: Alex Kember
DOP: Sam Chiplin
Production Designer: Alex Holmes
Editorial: the Editors
Editor: Mark Burnett
Online: Stu Cadzow
Colourist: Edel Rafferty
EP/Managing Partner: Nicoletta Rousianos
Sound Post: Rumble Studios
