In the battle of the supermarket wars, IGA has fired the latest salvo. The network of 1,400 independently owned supermarkets has launched a national advertising campaign reminding shoppers they can buy their favourite branded groceries locally.

The campaign follows the strengthening of own-brand ranges by the big supermarket names.

Silvestro Morabito, chief operating officer of Metcash Food & Grocery, said the campaign was designed to inform supermarket consumers that there was at least one network of stores selling products that consumers want.

Morabito said, “It is a sad fact that some supermarket chains try to dictate what people buy. Many of our customers have said to us that they want to choose what brand they want, not just a corporate home brand product.

“We have listened to our customers and worked hard at IGA to give people the choice and range the products they want to buy. Each IGA store is independent and has the ability to tailor their grocery ranges to the needs of their consumers.

“IGA stores have the flexibility to range local supplier products, as well as products that not stocked by other supermarkets. This campaign simply says IGA will always put the customer first and operate ‘How the locals like it,’” said Morabito.

• Metcash recently announced closures of some Campbells Cash & Carry stores in its portfolio
• A new marketer recently joined the Metcash food and grocery team
• EFTPOS charges will be damaging for independents