CHICAGO – IGA, an alliance of 2,800 independent grocery retalers here, launched a test of what could be the first national campaign by a grocery company. The $1-million campaign, supported solely by manufacturers advertised in the campaign, is being tested on Turner Broadcasting Networks in three 10-day flights. After it is evaluated, a decision will be made on rolling out the program. The image campaign will feature IGA’s current ‘Hometown Proud’ advertising theme, and will be supported locally by IGA retailers with in-store displays, promotions, and point-of-purchase sinage. Eleven manufacturers are backing the campaign, which will also feature IGA’s own private-label brands. The manufacturers are: Coca-Cola, Dean Foods, Welch’s, Nabisco, Smucker, Lever Brothers, Merico, Campbell Soup Co., Pillsbury, Ralston Purina, and Miller Brewing Co. Omnibus Advertising/Atlanta created the campaign.
Copyright Adweek L.P. (1993)
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