The Core Agency releases first work for IGA

By Paige Murphy | 9 October 2019

The Core Agency has released its first major work for independent supermarket network IGA since being added to its creative agency roster.

The Sydney-based independent creative agency has created a series of new national TVCs inspired by real stories for IGA.

These TV adverts celebrate how IGA retailers do things differently because they are independent and bring to life the special relationships they have with their local customers, communities and suppliers.

“We are proud to showcase the incredibly generous people behind IGA and share just a few of the stories of how IGA retailers across the country go above and beyond for their local communities, day in and day out," says Tracy Wilson, general manager marketing at IGA.

"Our new TVCs tell just a handful of these stories with refreshing simplicity and continue the work already established with our 1,400 Stores 1,400 Stories series.”

The new TVCs continue with Australian actor Shane Jacobson recounting things that have happened in IGA stores across the country. 

"I have been lucky enough to spend time with many IGA owners and see first-hand their generosity and the important role they play in the communities they operate in," Jacobson says.

"I’m thrilled to be part of these new TVCs which showcase just some of the things that happen in IGA stores day in and day out.”

The ads show how one local retailer made it easy for a boutique relish producer to get stocked at her IGA; and how another store owner hunted down an Irishman’s favourite cheese from home that he couldn’t find anywhere else.

The campaign went live on Sunday, September 29.

The Core Agency, joined the creative roster for IGA towards the end of 2018, with the remit of bringing to life the things that make IGA special.

Christian Finucane, founder and creative partner at The Core Agency, says the team are "thrilled" to work with the iconic brand.

“As an independent, we share the same values as IGA and can’t wait to help deliver their plans," Finucane says.

"There’s a wealth of compelling IGA stories to tell, and our new creative brings an authentic way for Shane to share them with Australia.”

IGA joins The Core Agency’s client list which includes QBE Insurance, Key Pharmaceuticals, Evergreen, CommBank, Elders Insurance, beem it, PwC and The Fred Hollows Foundation.


Client: Metcash
Brand: IGA
Executive General Manager, Retail Channels: Danielle Wilkes
General Manager Marketing: Tracy Wilson
Head of Brand: Helen Kealy
Senior Brand Development Manager: Stephanie Amann
National PR & Content Manager: Heather Howell

Agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner
Senior Copywriter: Kevin Macnamara
Senior Art Director: Simone Parravicini
TV Producer: Bill Doig
Business Director: Rebecca Turner
Senior Account Director: Sid De
Senior Account Manager: Max Whitehouse
Strategy Director: Andrew McCowan

Production Company: Walkabout Films
Director: Graeme Burfoot
Producer: Jude Lengel
DOP: Simon Ozolins
Production Manager: Wendy Lengel
Casting Director: Antonia Murphy / Fountainhead
Editor: Phil Horn
Post: Vandal
Audio: Otis Studios

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