Community Co. – A Better Way, A Community Way

Category: B1. New Brand
Retailer: Metcash / IGA
Country: Australia
Agency: The Contenders

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.”


  • 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

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