IGA is drawing on its longstanding animated approach again, this time to hero the expertise of its employees.
The banner’s new campaign “At Your Service!” was developed in collaboration with creative agency Sid Lee and rolls out across Quebec and New Brunswick to highlight the everyday dedication of the brand’s in-store professionals from butchers, fishmongers, bakers and clerks.
“At IGA, service is at the heart of who we are,” Sobeys marketing communications director Caroline Duhamel said. “Our merchants and their teams are passionate about food and proud to offer customers an inspiring and memorable experience every day.”
Duhamel says that passion and staff dedication is what the creative sets out to showcase – with a touch of levity.
“The idea was to reconnect with that simple sense of wonder you feel when stepping into IGA,” Sid Lee copywriter Quentin Fachon said. “That almost ritual moment where you select your products, chat with a butcher or fishmonger. It feels like a human experience, like you’re truly being looked after.”
The concept is being adapted across key media platforms, from interactive experiences on the La Presse+ app, to animated digital banners and social-media content. Carat is handling the buy.
The video is rolling out in 15- and 30-second TV spots and will run through June 26. In-store signage, flyers, marketing emails and IGA’s TV and Radio network will also help amplify the campaign’s reach.
