Community Co. – A Better Way, A Community Way
Category: B1. New Brand
Retailer: Metcash / IGA
Country: Australia
Agency: The Contenders
Summary:
IGA’s mid-tier needed to be revolutionized to compete against increased discounting pressure from bigger competitors. We created a brand that delivers a share of profits back to communities whilst delivering a sense of craft, humor, and quality. A brand that delivers “A better way, a community way.”
Credits:
- Account Director: Vanessa McMahon
- Account Manager: Lachlan McKernan
- Brand Strategy: Joe Rogers, Craig Bridge, Laura Liston, Kerry Thoonen
- Creative Direction: Kerry Thoonen
- Design Leads: Gemma Deavin, Pip Ireland, Tim Wilson, Jenny Mangan, Justine O’Brien, Lauren Hawking
- Writer: Vivienne Gibson-Thomas, Kerry Thoonen
- Brand Manager – Mika Paech
- Packaging Manager – Emma Mayne
- Consumer Strategy & Marketing Manager – Tracy Wilson
- General Manager Marketing – Madeleine Fitzpatrick
- General Manager Private Label – Mehul Patel
- Supermarkets and Convenience CEO – Steven Cain
