Australia’s independent supermarket network.

Australia has the most concentrated supermarket market in the world, with Coles and Woolies dominating the oligopoly. Unfortunately for Metcash and its IGA and Foodworks stores, local independent grocers were perceived as expensive, and therefore reserved for last minute purchases only. The insight? Australians love an underdog and supporting local. So CommunityCo was born. Not only does it offer a competitive price point, but a proportion of profits are invested back into each community with every sale (think local playgrounds). Complemented by a grounded and optimistic Aussie tone of voice, the brand was positioned for success and was even voted ‘product of the year’ at the 2018 Consumer Survey of Product Innovation.

Client
Metcash (IGA)

We think business
Consumer research design, category mapping, value proposition, stakeholder engagement

We orchestrate brand
Brand strategy, brand identity, brand voice, key messages, brand guidelines, brand application, communication strategy