IGA's Charming Animation Celebrates Excellent Staff Service

IGA introduces the evolution of its brand positioning with its new campaign, 'At Your Service!', created in collaboration with creative agency Sid Lee.

Rolling out across Quebec and New Brunswick, the campaign shines a spotlight on the everyday dedication of the brand’s in-store professionals – from butchers and fishmongers to bakers, clerks, and more – whose expertise and passion define IGA’s signature approach to customer service.

To captivate audiences and leave a lasting impression, the campaign draws from IGA’s 3D universe, infusing it with a magical touch to elevate the in-store experience. The aim is to enhance the in-store service and highlight the dedication of IGA experts who consistently go above and beyond for their customers. This imaginative concept is adapted across key media platforms, from interactive experiences on La Presse+, to animated digital banners, and social media content, offering a playful immersion into the world of IGA services.

“The idea was to reconnect with that simple sense of wonder you feel when stepping into IGA. That almost ritual moment where you select your products, chat with a butcher or fishmonger. It feels like a human experience - like you’re truly being looked after. We set out to create a world that reflects that feeling: sincere, human, and deeply rooted in IGA’s brand DNA,” shares Quentin Fachon, copywriter at Sid Lee.

“At IGA, service is at the heart of who we are. Our merchants and their teams are passionate about food and proud to offer customers an inspiring and memorable experience every day. That’s exactly what the new campaign, 'At Your Service!', sets out to showcase - with a touch of light hearted humour - as it highlights the wide range of in store services made possible by our experts’ dedication,” says Caroline Duhamel, director of marketing communications at Sobeys.

With this campaign, IGA aims to claim the territory of service and stand out from the competition by spotlighting the wide array of services available in-store.

Rolled out in 15- and 30-second TV spots, the campaign will run until June 26th, 2025. In store signage, the flyer, marketing emails, and IGA’s TV and Radio network will also help amplify the campaign’s reach.