Metcash and the Independent Grocers of Australia (IGA) network are responding to consumer demand for lower prices on everyday grocery products with the launch of a national price matching initiative.

The Price Match Promise initiative will see independent retailers, under the IGA banner, match hundreds of everyday items such as breakfast cereals, coffee and pasta to Australia’s major supermarket chains.

Chairman of IGA National Council, Ben Ryan believes shopping independent benefits Australian local communities and IGA’s new national initiative will come as welcome news to customers who want to support their local independent grocers.

“Many of our customers said to us that they prefer to shop at their local IGA, and while we have great specials, we could do better on our everyday shelf prices – price is important for Australian grocery shoppers,” says Ryan.

“We’ve listened and responded – we check, we match and you, the customer wins.

“Quite simply Price Match enables locals to shop at IGA without paying more on everyday items.

“We believe this initiative gives choice and will encourage new customers to shop with independents,” he says.

IGA Price Match recently launched nationally (except NT and ACT) with over 800 stores participating at the start of the campaign. The integrated marketing campaign features Australian actor Shane Jacobson in the ‘It Pays to Shop Independent’ TVC.

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