IGA, in collaboration with Special, has launched a new brand platform titled 'You Can't Beat Local'. The campaign aims to redefine the concept of 'shopping local', positioning it as a smart choice for consumers rather than just a community service. The campaign highlights the advantages of shopping at IGA, including price-matched everyday products and a product range tailored to local needs.

The integrated brand campaign includes a 30-second hero film and three 15-second spots featuring various IGA stores, local owners, and the custom range and value pricing propositions. A second iteration of the campaign, focusing on the festive season, was launched to demonstrate how shopping local can help avoid the Christmas chaos in shopping centres.

Fiona Johnston, Metcash GM Shopper Brand and Loyalty, said, "IGA is famous for being local, and always will be, but some Australians still think that shopping local comes at a cost. We want to dispel that myth and flip what local means on its head and are excited to launch this new loud, proud and exciting campaign, showcasing how you can’t beat local for range, ease and value. IGA retailers stock the things their local shoppers need and want from everyday essentials to hidden gems you can’t get anywhere else. It’s easy to get into our stores and convenient to get good value through specials that are special to our locals and price matching on the products that count. Shopping locally shouldn’t just feel good - it can also make a real difference on your wallet and it’s time to tell more Aussies about the game changing power of local."

This is the first campaign Special has created for IGA since partnering with the brand in June 2024. Lindsey Evans, Partner & CEO at Special, said, "This campaign marks the beginning of Special's partnership with a team of open, brave and kind marketers who share our independent values. We're excited to continue redefining what it means to shop locally with IGA - at Christmas, and all year long."

The campaign is running across TV, social, OOH, earned and owned assets. A complementary Christmas campaign, including a 30-second TV spot, OOH, radio, social and owned media, launched on 11 November 2024.

Cassie Broad, Starcom Australia Business Director, said, "Working closely with IGA and Special to bring to life the new, bold brand positioning has been an incredible experience. The Starcom Australia team have thoroughly enjoyed bringing to life the 'You Can't Beat Local' concept within the media strategy, with targeted screens, OOH and social placements allowing us to hero the power of local."