It Pays To Shop Independent
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.
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.