Independent Grocers of Australia (IGA) has named Special as its agency of record, following a competitive pitch. The Core Agency previously managed the business. Special will now be responsible for brand strategy, design, advertising, and communications for IGA, Australia's leading independent supermarket.

The IGA network comprises over 1,150 family-owned businesses located in regional and metro areas across the country. IGA store owners are known for their support of local shoppers, communities, producers, and suppliers.

"We’re excited to partner with Special, another independent network, to continue to share more about what makes IGA special and the benefits that come from shopping local from family-owned businesses," said Fiona Johnston, General Manager Shopper, Brand and Loyalty Metcash Food.

Lindsey Evans, Partner and CEO at Special Australia, said: "We are really proud to partner with this great team at IGA and this wonderful brand in its next chapter. It is a brand that is at the heart of so many communities and we are in a privileged position to be able to help leverage the incredibly powerful brand truths in supercharging growth."

The agency review was led by TrinityP3.