Bringing together 11 family-founded brands.
Metcash is bringing together its 11 family-founded brands in a campaign via Special, Starcom and Enthral.
“As the wholesaler behind Australia’s network of family-founded stores, we back thousands of independents every day, in support of thriving local communities,” said Metcash CEO Doug Jones.
“By bringing 11 of the brands we support together for the first time, we’re showing the strength and value independents can deliver when they stand side-by-side.
“Family has always been at the heart of the independent retail network.
“Generations of local families have built businesses Australians rely on every day, and this campaign is about celebrating their hard work while giving shoppers an opportunity to benefit from their shared success.
“Our Big Family, Big Prizes competition is running nationally across more than 3,200 participating stores, so everyone can join in the celebration.”
Metcash is bringing together its key food, liquor and hardware brands in a one-day-only pop-up in Melbourne on October 9th.
“It was wonderful to bring these fabulous brands together; celebrating their independent spirit and their collective impact in their local communities,” said Special global partner and CEO, Lindsey Evans.
‘Family Founded’ spans TV, social, digital, earned media and out-of-home.
“For the first time, we’ve pooled our data smarts on Metcash’s diverse consumer audiences to create a truly unmissable national campaign that will drive shoppers into their local stores—where they’ll no doubt be greeted by the friendliest team in town, delivering real value from the community, for the community, with all the charm that only independents can offer,” said Starcom client service director, Sam Down.
Enthral managing director Cameron Smith said they’ve partnered with a number of these brands across the network for several years, so this campaign is a wonderful opportunity to bring the family of brands together for the first time, under one roof, including an exciting consumer activation in Melbourne.
CREDITS
Client: Metcash
Creative Agency: Special
Media Agency: Starcom
PR Agency: Enthral
Production Company: We are Austin Studio
Sound House: Mosaic
