In an exciting development for Australia’s retail sector, IGA (Independent Grocers of Australia) has appointed Special as its lead brand and creative agency. This decision follows a highly competitive pitch orchestrated by TrinityP3. Special will oversee brand strategy and design, advertising, and communications for IGA.
The IGA network, comprising over 1,150 independent family-owned stores across regional and metropolitan Australia, stands as the nation’s premier independent supermarket chain. Known for their commitment to supporting local shoppers, communities, producers, and suppliers, IGA continues to enhance its brand with this strategic partnership.
Fiona Johnston, General Manager Shopper, Brand, and Loyalty at Metcash Food, expressed her enthusiasm for the collaboration: “We’re excited to partner with Special, another independent network, to continue to share more about what makes IGA special and the benefits that come from shopping local from family-owned businesses.”
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Lindsey Evans, Partner and CEO at Special Australia, echoed this sentiment, highlighting the mutual values and goals of both entities: “We are really proud to partner with this great team at IGA and this wonderful brand in its next chapter. It is a brand that is at the heart of so many communities and we are in a privileged position to be able to help leverage the incredibly powerful brand truths in supercharging growth.”
This partnership promises to bring a fresh perspective to IGA’s brand narrative, emphasizing the unique value of shopping locally and supporting family-owned businesses. With Special’s innovative approach, IGA aims to further solidify its position at the heart of Australian communities.
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