IGA gives ‘Can’t Believable Prices’ a Christmas twist

IGA has launched a Christmas campaign via Special, extending its ‘Can’t Believable Prices’ platform as it seeks to challenge perceptions that the supermarket is expensive.

The campaign targets shoppers watching their festive spending, using two new 15-second spots to promote IGA’s everyday low prices and weekly specials.

‘Reindeer’ and ‘Elf’ put a Christmas spin on the platform’s humour, with familiar festive moments taking an unexpected turn when shoppers discover the prices.

A festive take on value

Produced by GoodOil and directed by Adam Gunser, the films continue the platform’s “reverse sticker shock” approach to challenge assumptions about IGA’s value offering.

Katie Dally, IGA’s head of brand, content and go-to-market, said the campaign takes the retailer’s price message into festive fantasy.

“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 be believable!”

Special builds on the platform

Special executive creative directors Simon Gibson and Nils Eberhardt said: “It’s hard to believe we get to keep building on such a simple, fun retail campaign. But what really can’t be believed 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, with media handled by Starcom.

Credits

Client: Metcash / IGA
Creative agency: Special
Production company: GoodOil
Director: Adam Gunser
Post-production: Arc Sydney
Sound: Rumble Studios