IGA has launched a new value-led brand campaign, Can’t Believable Prices, created in partnership with Special, aimed at challenging perceptions around pricing at local IGA stores.
The campaign is built on consumer research showing that new customers often experience a “reverse sticker shock” when shopping at IGA, discovering prices lower than expected on everyday items and weekly specials.
Turning price surprise into a platform
To bring the insight to life, the campaign launched with a series of 15-second television spots directed by Fiona McGee.
Each execution depicts an everyday moment that is disrupted when shoppers encounter unexpectedly low prices at IGA.
The spots were produced using a modular structure, allowing products and prices to be updated to reflect IGA’s latest deals and weekly offers.
Stephanie Amann, senior campaign manager at IGA, said the work tackles value perception head-on.
“I can’t believe people are surprised by our competitive prices, but they are,” Amann said.
“Can’t Believable Prices tackles the brand’s value perception head on and leads the category with a disruptive and memorable platform that challenges shoppers to take another look at IGA.”
A fully integrated rollout
The television activity is supported by a broader media rollout spanning out-of-home, radio and social, ensuring IGA’s pricing message is delivered consistently across channels.
Nils Eberhardt, executive creative director at Special, said the campaign was driven by a simple but powerful insight.
“I can’t believe how much fun we’ve had taking a simple truth out of customer research and blowing it up,” Eberhardt said.
Simon Gibson, executive creative director at Special, added: “I can’t believe Bega Cheese 250g is just $6.50 this week at IGA.”
Can’t Believable Prices is the latest chapter in IGA’s You Can’t Beat Local platform and marks the first campaign outing for a new design system developed by Special.
Credits
Metcash – IGA
Fiona Johnston: General Manager Shopper, Brand & Loyalty
Stephanie Amann: Senior Campaign Manager
Donna Churches: Campaign Manager
Creative Agency – Special
CEO & Partner: Lindsey Evans
CSO & Partner: Dave Hartman
CCOs & Partners: Tom Martin & Julian Schrieber
ECDs: Simon Gibson & Nils Eberhardt
Senior Creatives: Gabe Woodmansey & Jono Aidney
Design Director: Sabine Schwarz
Head of Film Production: Tash Johnson
Head of Stills Production: Nick Lilley
Team Lead: Caity Cowper
Team Lead: Gill Russell
Senior Strategy Director: Abbie Dubin-Rhodin
Senior Business Director: Maddie Armstrong
Business Director: Elliot Aitken
Integrated Producer: Will Sealey
Artworker: John Rivera
Media – Starcom
Client Services Director: Sam Down
Group Strategy Director: Drew Usher
Business Director: Mina Savjak
Account Director: Ashleigh Tucker
Account Manager: Stamati Tsiamis
Performance Manager: Emirza Prabu
Performance Exec: Noah Conyer
Production Company – Revolver
Director: Fiona McGee
Managing Director/Co Owner: Michael Ritchie
Executive Producer: Nick Payne
Producer: Alex Kember
DOP: Sam Chiplin
Production Designer: Alex Holmes
Editorial: the Editors
Editor: Mark Burnett
Online: Stu Cadzow
Colourist: Edel Rafferty
EP/Managing Partner: Nicoletta Rousianos
Sound Post: Rumble Studios