Special has been appointed as the brand and creative agency lead for IGA following a competitive pitch led by TrinityP3.
The creative agency will work across brand strategy and design, advertising, and communications for the supermarket chain.
“We are really proud to partner with this great team at IGA and this wonderful brand in its next chapter,” Lindsey Evans, partner and CEO at Special Australia, said.
“It is a brand that is at the heart of so many communities and we are in a privileged position to be able to help leverage the incredibly powerful brand truths in supercharging growth.”
IGA noted the alignment of choosing an independent agency to work with independent grocers.
“We’re excited to partner with Special, another independent network, to continue to share more about what makes IGA special and the benefits that come from shopping local from family-owned businesses,” said Fiona Johnston, general manager shopper, brand and loyalty at Metcash Food.
The IGA network consists of more than 1,150 independent family-owned businesses located in regional and metro areas across Australia. IGA is Australia’s leading independent supermarket and said store owners over the country pride themselves on supporting their local shoppers, communities, producers, and suppliers.
Special’s latest win comes after the independent creative agency won the Cricket Australia account for the upcoming marquee Men and Women’s International Series last month.
The agency is tasked with creating a unifying idea for the international series that generates excitement, while strengthening its reputation as a must-attend event this summer.
Bec Stambanis, partner at Special, said: “International cricket is the heartbeat of summer in this country and there is nothing quite like the anticipation of two great nations coming together to battle it out.
“We could not be more excited to partner with Cricket Australia on this next chapter and we are inspired by the ambition and passion of the CA team.”