IGA Supermarkets has launched its biggest pricing, marketing and merchandising campaign as a second stage of its Locked Down Low Prices strategy.
The new campaign is worth more than $5 million and, along with a new pricing strategy, is a focus of IGA’s point of difference from the national chains.
Silvestro Morabito, chief operating officer of IGA’s supplier Metcash Food & Grocery, said strengthening the value proposition was important in the current retail landscape.
“We are investing significantly in the national Locked Down Low Prices initiative, which will now be the backbone of IGA’s positioning going forward.
“Our Locked Down Low Prices strategy is a platform to drive our value message to consumers, with special prices on more than 2,000 products to be locked in place for extended periods.
“Many of the products are Australia’s top brands, which we continue to heavily support in the face of the national chains pushing their private labels,” added Morabito.
The new campaign is the first for Michele Teague, appointed general manager marketing earlier this year.
Teague said “The campaign is part of IGA’s response to the strong market competition and in an environment where grocery shoppers continue to look for better value in their local retailers.
“When you’re the third player in the market you’ve got find more impactful ways to cut through and connect with your customers, which we are doing with the marketing and merchandising strategy.”
The initiative is spearheaded by a brand new tv commercial featuring a soundtrack based on the Bill Hayley and the Comets classic Rock around the Clock reinterpreted for IGA’s message of locked down low prices.
The upbeat launch commercial features an animated 3D lock, the brand’s symbol of value across aisles and locking down low prices.
IGA stores have been transformed over the weekend to feature the new in-store branding with new posters, shelf talkers and wobblers, as well as large, freestanding display units.
Catalogues and online branding on My IGA have also been revamped to reflect the new branding.
The campaign backs up the four major value pillars of IGA, covering fresh, product range, value and community. IGA guarantees all of its food is fresh or consumers can get a replacement product, plus a cash refund to the value of the product, while each outlet is committed to providing consumers’ favourite brands and ranges that are tailored to the local community.