It Pays To Shop Independent

The Idea

An integrated campaign featuring comedian Shane Jacobson re-launched the IGA brand with a new positioning ‘It pays to shop independent’. The campaign represents IGA’s biggest ever marketing push.

The Results

December sales up 1.2% YoY.

Fresh sales up 5.2% YoY, 15% on the weekly average.

Significant increase in meat sales over the period.

IGA maintained 7.5% total market share, 7.2% of fresh.