The network of independently owned IGA supermarkets will ramp up a price challenge to the major supermarkets next Sunday July 7 with the prices of 1,000 products cut by an average 13 percent over the next 12 weeks.

The new Locked Down Low Prices campaign will be backed up by TV, online, catalogues and point of sale and feature the new face of IGA – comedian Anh Do.

It is the third stage of a $10m+ marketing campaign; the first two stages focused on shoppers’ favourite brands and IGA’s Community Chest program, which has raised more than $60 million over the last 10 years.

The new campaign will see products like Balducci Pasta, Bulla Ice Cream and Schweppes’ drinks varieties cut their prices by up to 25 percent for the next three months, to be followed by a rolling stream of price cuts on hundreds of other products.

The key promotional components in the marketing campaign are a padlock called “Lockie” and Anh Do explaining the pricing initiative.

Chief operating officer of Metcash Food & Grocery Silvestro Morabito, said “Our Locked Down Low Prices campaign clearly displays the price competitiveness of IGA’s network of 1,400 independently owned supermarkets across Australia.

“It is time that the public is made aware that IGA can not only match the national chains in price but deliver a better value shopping experience, with our ranging of shoppers’ favourite brands and service delivered by the local staff and owners of the supermarkets”, he added.

The new TV commercial shows Anh Do with the animated padlock called “Lockie”, locking down hundreds of prices on great brands all over the store.

Check out the tvc here: