IGA brings Some Christmas Magic to ‘Can’t Believable Prices’ via Special
IGA is bringing its “Can’t Believable Prices” platform into the festive season, launching a new Christmas campaign with Special
The latest instalment builds on the original campaign which challenged perceptions of IGA as an expensive supermarket, this time tapping into the financial pressures of Christmas, when shoppers are thinking more carefully about where their money goes.
With thousands of everyday low prices and weekly specials, IGA is looking to remind Australians that their local supermarket might be more affordable than they think.
The campaign features two new 15-second spots, “Reindeer” and “Elf”, which put a festive spin on the platform's signature humour. Each film captures a familiar Christmas moment that takes an unexpected turn when shoppers discover IGA's surprisingly low prices.
Produced by GoodOil and directed by Adam Gunser, the new creative builds on the idea of “reverse sticker shock”, using unexpected reactions to challenge shoppers' assumptions about the supermarket's value offering.
Says Katie Dally, Head of Brand, Content and Go-To-Market, IGA:
“Christmas advertising often leans on familiar festive clichés, so we wanted to take Can't Believable Prices somewhere a little more unexpected. After all, why should Rudolph get all the glory? The platform has always been about challenging assumptions, and this Christmas we're using humour, imagination and a touch of festive fantasy to remind Australians that while budgets may be under pressure, the value at IGA can still be, quite simply, can’t believable!”
Says Simon Gibson and Nils Eberhardt, Executive Creative Directors, Special:
“It’s hard to believe we get to keep building on such a simple, fun retail campaign. But what’s really can’t believable is finding out IGA has fruit mince pie six packs for just four dollars”.
The campaign is rolling out across TV, BVOD, out of home, social, radio, digital and in-store channels.
CREDITS
Metcash
General Manager, Shopper, Brand & Loyalty: Fiona Johnston
Head of Brand, Content and Go-To-Market: Katie Dally
Senior Campaign Manager: Caroline Haymen
Senior Campaign Manager: Stephanie Amann
Campaign Manager: Donna Churches
Special
Partners, Chief Executive Officers: Lindsey Evans & Cade Heyde
Partners, Chief Creative Officers: Tom Martin & Julian Schreiber
Partner, Chief Strategy Officer: Dave Hartmann
Executive Creative Directors: Simon Gibson & Nils Eberhardt
Creative Directors: Jono Aidney & Gabe Woodmansey
Strategy Director: Grace Wallace
Senior Business Lead: Kelly Larken
Business Lead: Gill Russell
Business Manager: Aisha Mingay
National Head of Production: Tash Johnson
Executive Producer: Tania Jeram
Senior Video Editor: Aleks Manou
Innovation and Technology Director: Laurent Marcus
AI Artist and Creator: Nathaniel Kiwi
Production:
Production Company: GoodOil
Director: Adam Gunser
Executive Producer: Juliet Bishop
Producer: Claire Richards
DOP: Sam Chiplin
Art Director: Patrick Bennet
Casting: Peta Einberg
Post Production: Arc Sydney
Editor: Laurence Van Camp
Producer: Sally Quade
Colourist: Ben Eagleton
Senior Flame Artist: Jesse Meha
Post Production Producer: Laura Noonan
Sound: Rumble Studios
Media: Starcom
