Therapist Interrupts Appointment to Note IGA's 'Can't Believable Prices'

IGA has just unveiled a new value campaign, 'Can’t Believable Prices', in partnership with Special, tapping into the simple truth that new customers are often shocked by the impressive prices on offer at their local IGA.

With thousands of everyday low prices and impressive weekly specials, research found new customers get a reverse sticker shock, often finding IGA’s prices are much lower than expected.

To shine a light on this truth, the campaign launched with a series of 15-second spots shot by Revolver’s Fiona McGee. Each spot shows a familiar moment quickly derailed by people discovering prices they didn’t expect from IGA. And each spot was made in a modular way, so prices and products can be rotated to match IGA’s best deals.

Stephanie Amann, senior campaign manager at IGA, said, “I can’t believe people are surprised by our competitive prices, but they are. 'Can’t Believable Prices' tackles the brand’s value perception head on and leads the category with a disruptive and memorable platform that challenges shoppers to take another look at IGA.”

The TV is supported by a comprehensive out-of-home, radio, and social campaign that puts IGA’s surprising prices front and centre.

Nils Eberhardt, ECD at Special, said, “I can’t believe how much fun we’ve had taking a simple truth out of customer research and blowing it up.

Simon Gibson, ECD at Special, added, "I can't believe Bega Cheese 250g is just $6.50 this week at IGA."

'Can’t Believable Prices' is the latest instalment in the 'You Can’t Beat Local' platform, and the first outing for the new design system developed by Special.