Supermarket chains have geared up for a face-off, with major print and television campaigns launched by Woolworths and IGA wholesaler Metcash this week.
Woolworths has built on its recruitment campaign of last year, which sought to make the company an appealing choice for people joining the workforce for the first time by highlighting the young Australians it employed. The new series features high-profile figures talking about their first position with the chain.
The campaign, created by The Monkeys, so far features Anthony Field of children’s group The Wiggles, Wiggles manager Paul Field, motorcycle dealer Brad Smith and stuntwoman Ky Furneaux.
The print ads show each person next to a caption describing their first job with Woolworths, and the corresponding television commercial shows them talking about the experience.
Both last year’s recruitment campaign and the latest one were developed by The Monkeys agency in Sydney.
Competition in the supermarket industry is tightening with aggressive price campaigns from both Coles and Woolworths. Metcash intends to still retail aggressively, but reinforce the independence of IGA store owners.
IGA supermarkets are all independently owned but share Metcash as a wholesaler, which also owns the IGA branding.
“The campaign’s anchor is the role independent grocers play in supporting communities alongside the benefit of providing competitive, everyday grocery prices,” general manager of Metcash Food & Grocery Madeleine Fitzpatrick said.
The new campaign features Australian actor and comedian Shane Jacobson, a shift away from the company’s former brand ambassador, comedian Anh Do.
While the ads highlight IGA’s Price Match promotion, where the ticket prices on a range of items are matched with Coles and Woolworths on a rotating basis, they seek to play up the local angle with the tagline “it pays to shop independent”.
The Metcash campaign was also created by The Monkeys, making it the first campaign it has created for the wholesaler since winning the IGA account in April.