IGA Supermarkets has joined the supermarket price battle with the launch of its $5 million pricing, marketing and merchandising campaign as a second stage of its Locked Down Low Prices strategy.
Silvestro Morabito, chief operating officer of IGA’s supplier Metcash Food & Grocery, said the company needs to strengthen its point of difference in the market.
“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,” he said.
“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.”
The campaign, produced by Creative Oasis, is the first since the appointment of new general manager marketing Michele Teague.
“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,” she said.
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