BRIEF

To find an ownable future brand position in the market.

TASK

To help IGA find a brand position to move forward with, in a market that is highly
competitive given significantly lower budgets and a license model.

PROCESS

Commenced with category and competitive market analysis to identify gap, then working
through brand position with broader team to identify how to bring strategy to life
through communications campaign and retail environment rollout across channels.

RESULT

1. Positioning IGA as the ‘Local’ grocer, allowing for the uncontrollable nature of a licensee model to be the brand’s strength, while creating a point of difference that the major players find difficult to own with authenticity.

2. Results have seen IGA open into SUPA IGA larger grocery stores as well as
improved consumer brand attribute associations and sales results.