Press Release: 25/11/2013 IGA Keeps Christmas Local With Anh Do Campaign Australias largest network of supermarkets, IGA,

has launched its Christmas marketing campaign, encouraging shoppers to save time, shop local at one of the 1,400 IGA and Supa IGA supermarkets across Australia. The campaign features Anh Do riding a red scooter and sidecar around the country, reminding shoppers that wherever they live and no matter how they celebrate Christmas, there is an IGA or SUPA IGA close by, to make their Christmas easier. Comedian and author Anh Doh, who has been the IGA brand ambassador for the past year, takes on the British culinary kings in Jamie Oliver for Woolworths and the superstar chef Heston Blumenthal appearing for Coles. Anh is one of the most loved people in Australia - he has an authentic humour and charm that people really respond to. As such he truly represents the values of the independent Australian retailers that make up the IGA network, says Michele Teague, General Manager of Marketing, Metcash Food & Grocery. We know that consumers are increasingly becoming disenchanted with chain stores and the move to shopping local is gaining momentum. Our customers understand that our stores proudly cater to their local communities, stocking their favourite brands and funding the local community through the Community Chest programme, which has raised over $68 million in the last 10 years, says Teague. Once again this year, IGA will support the Vinnies Christmas Appeal. Customers can donate to Vinnies in a number of ways through the IGA Christmas online hub, by purchasing specific products or purchasing $2 Christmas paper baubles at the till. To further connect with their local customers, IGA has created a digital hub where people can view, interact and share Christmas content relating to their own local community. The hub will feature Christmas recipes and tips, special offers and the Vinnies donation section.

Campaign Credits: Client: Metcash Food & Grocery, (IGA) General Manager, Marketing: Michele Teague Consumer Marketing Manager: Jo Lloyd National Brand Marketing Manager: Helen Kealy National Digital Marketing Manager: Ram Bhat Creative Oasis Creative Director/Writer: Paul Knights Senior Art Director: Paul Tilley Group Account Direct: Saxon Wyatt Producer: Chris Ford

Agency:

Production Company: Sound Design Filmgraphics Entertainment Director: Adam Blaiklock Producer: Rona Lewis Starcom Mediavest Razorfish

Media Agency: Digital Agency:

For Further Information Call: Tim Allerton City PR (02) 9267 4511.