Australia’s largest independent grocery network, IGA, has launched a new campaign on 25 July giving a voice to its customers from stores across the nation.Focusing on the global trend towards localisation and IGA’s advantage of being able to tailor each store specifically to its local area, the campaign titled ‘How the locals like it’ uses real local store owners and community members to convey the message that IGA is listening to its customers.

“Each store has been built around the local market it serves. They are not designed by a corporate head office, but by customers and the things they demand,” explains Silvestro Morabito, CEO of IGA Distribution.

“Supermarkets around the world are now moving away from a cookie cutter approach and we already have a natural advantage in this area as we have the ability to tailor each store specifically for its customers and community,” he added.

The campaign, created by Creative Oasis, comes off the back of a hugely successful year for IGA that saw their market share grow and promises to continue its success with a number of new stores scheduled to open in the next 12 months.

The new campaign, which is set to run for 6 months, comprises a TV ad featuring local store owners, staff and customers from hundreds of stores around Australia; point of sale which is to be individually crafted for each store highlighting its specific features and benefits; in-store radio; catalogues; branded semi-trailers and a new website – www.howthelocalslikeit.com.au.

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