Metcash is launching a new cross-pillar campaign, “Family Founded”, which was initially announced at the IBA Trade Workshop on the Gold Coast in September.
The campaign is live across liquor, food and hardware stores, and is being backed by a major Metcash investment. “Family Founded” aims to celebrate the family of family founded retailers – whether family-founded, family-owned or family-built, and all the unique benefits they provide local shoppers.
The flagship in-store competition – Big Family, Big Prizes – gives shoppers who spend $25 or more in participating stores the chance to win a share of instant and major prizes. Prizes include travel experiences ranging from a Great Northern Kakadu Adventure to a Heineken Singapore racing experience.
Metcash CEO Doug Jones said: “As the wholesaler behind Australia’s network of family-founded stores, we back thousands of independents every day, in support of thriving local communities. By bringing 11 of the brands we support together for the first time, we’re showing the strength and value independents can deliver when they stand side-by-side.
“Family has always been at the heart of the independent retail network. Generations of local families have built businesses Australians rely on every day, and this campaign is about celebrating their hard work while giving shoppers an opportunity to benefit from their shared success.
“Our Big Family, Big Prizes competition is running nationally across more than 3,200 participating stores, so everyone can join in the celebration.”
More than just an in-store promo, “Family Founded” seeks to resonate with consumers who are increasingly motivated by authenticity, local and community connection.
Clare Adamiak, IBA’s Head of Shopper, Brand and Digital, said: “This is about momentum. Like we’ve said before, we are stronger together. This campaign is designed to live well beyond launch, creating recognition and loyalty for our network of independent, family-founded stores year after year.”
The promotion spans more than 3200 stores and is supported by a significant advertising investment across TV, radio, digital and social media. At its heart is what IBA calls “a game-changing media partnership with Nine.”
Adamiak added: “Nine Radio and Nine Media partners will broadcast this campaign across their channels. Our retailers will be heard across the country on what it is like to be family founded, what it is like to shop independent and share with their shoppers that they can win big.”
In-store, new digital screens will be rolled out to create theatre for shoppers and target communications in real time.
“This campaign is built on partnerships that extend across brands in liquor, food and hardware,” Adamiak said. “Let’s show the market the true power of independence.”
As part of the launch, Metcash is hosting a one-day-only pop-up event in Melbourne today, (9 October), featuring its key food, liquor and hardware brands. The activation will offer shoppers exceptional value and free products, including liquor offers from across the network.