1,400 STORES, 1,400 STORIES
IGA is the largest network of independent grocers in Australia, with over 1400 hard working independent retailers opening their doors to serve the community each and every day.
The challenge facing IGA’s brand is that even when you say the words ‘independent grocer’, people don’t think of the everyday local that lives and works in their community.
That’s why March One was tasked with creating a brand campaign that would show locals exactly what independent looks like.
We packed our bags and took a road trip around Australia to find and film authentic stories behind real local IGA stores. Unlike traditional advertising, we looked for emotionally complex stories with highs and lows, good times and bad, moments that will engage our audience…that will make them think.
The support for the local IGA retailers has been overwhelming, including major radio and television stations offering to feature the stories as good will.
From a brand perspective, the consensus is that the IGA brand has never been represented so well and with such authenticity. To date the stories have been viewed over 1 million times.
CLICK ON THESE STORIES – WATCH THE VIDEOS
IGA XPRESS ALEXANDRA HILLS
Dan Rigney, owner of IGA X-press Alexandra Hills reflects on how family has shaped him and why looking after his local community is so important. He tells us a heart warming story about the four locals that meet at his store every morning.
LOCAL FARM GIRL
Roz White, owner of White’s IGAs on the Sunshine Coast, shares her passion to support local suppliers and deliver the freshest local food to her stores. A farm girl herself, she knows what it takes to get farm fresh food onto the shelves.
PENOLA IGA FRESH
IT’S JUST WHAT WE DO
Kerry and husband Shane moved to the small town of Penola in South Australia to open an IGA and raise her family. Here she tells of how kind locals rallied around her to bring hope & courage in the midst of a personal tragedy and how she now gives back to them.
Lou Piccone is a household name in the tropical Far North. He’s as local as they come and has dedicated his life to serving his community. Lou never misses an opportunity to say G’day to everyone.
ASHCROFT’S SUPA IGA
MY 5 SECRETS
Ian Ashcroft of Ashcroft’s Supa IGA in Orange shares his five secrets to living a happy, healthy, successful life. This story tells how he and his wife Rochelle are dedicated to making an impact on the community around them.