IGA leans into ‘reverse sticker shock’ with new value platform via Special

IGA is taking aim at stubborn price perceptions with a new value platform that leans into a counter-intuitive truth that shoppers are often surprised by how cheap IGA actually is.

Developed with Special and with media duties from Starcom, the campaign aims to challenge lingering perceptions around IGA being more expensive than major chains. The idea is anchored in customer research showing first-time and lapsed shoppers often experience “reverse sticker shock” when they discover how competitive IGA’s pricing can be across everyday items and weekly specials.

The platform launches with a series of 15-second TVCs directed by Revolver’s Fiona McGee, each depicting familiar moments that quickly derail when characters realise how low IGA’s prices actually are. The modular spots allow products and prices to be swapped in and out to reflect IGA’s strongest in-store deals.

“I can’t believe people are surprised by our competitive prices, but they are,” said Stephanie Amann, senior campaign manager at IGA. “Can’t Believable Prices tackles the brand’s value perception head on and leads the category with a disruptive and memorable platform that challenges shoppers to take another look at IGA.”

The campaign is supported by out-of-home, radio and social activity, putting specific price points front and centre.

“I can’t believe how much fun we’ve had taking a simple truth out of customer research and blowing it up,” said Nils Eberhardt, ECD at Special. “I can’t believe Bega Cheese 250g is just $6.50 this week at IGA,” added Simon Gibson, ECD at Special.