Bringing community to the table
Over the years, we’ve worked alongside the grocers to find the inherent opportunities within the challenges and pain points of the market. In doing so, we’ve sought out creative edges, produced iconic jingles and spots, and helped sponsor the Olympics. Fundamentally, it’s been our goal to share what IGA is: a down-to-earth, generous, and community-minded organization.
As a result, IGA is now one of Quebec’s most loved brands. Our work for them is localized on the ripple effects of sharing and food’s ability to bring people together, and ultimately meet the needs of IGA’s unique communities.
Beyond aisles and cashiers
Over the years, we worked closely with IGA to combine storytelling, craft, and technology to develop an identity that transcended store and entered them into Quebec’s cultural zeitgeist.
Behind the scenes of the song in your head
Then came another surprise. We caught wind that masks would soon be obligatory in indoor spaces. Opting to be proactive, we suggested recording a spin-off of Oublie pas tes sacs that had a similar function: transforming something socially polarizing into something socially acceptable that was grounded in empathy and lightheartedness. Don’t forget your mask grew into a useful tool for merchants, hospitals, and even schools.
Art, technology, and cookies
How do you take the power away from something? Laugh at it. To empower kids living with cancer, we chose levity, not severity. In turn, IGA paired with the Charles-Bruneau Foundation to raise $454,684 for paediatric cancer research by creating dynamic tattoo sets. We hired seven little artists to draw up their favourite snacks. From there, an illustrator transformed them into temporary tattoos that could be scanned on phones via an app and come to life on screen. You can watch the full story here.
#ToughCookies wasn’t about selling anything. It was about breaking a rule: making the fight against cancer fun, colourful, and joyful, predicated on hope and resilience.
A call to warm hearts
You can watch each of the spots here. Have a tissue handy.
Becoming a brand that means something to its community is no small feat. It takes true philanthropy, a deep understanding of culture, and the guts to push the edges of traditional marketing. When the goods you sell bring people together in an intimate way, the stakes are high. IGA knows this, and rises to the occasion.