IGA rolls out a massive shopping trolley

IGA has launched a new "Gigantic Sale" campaign which will feature a massive shopping trolley that is about 2.4 metres high and was specially built for the campaign.

The trolley will feature on TV, online, in-store and catalogues to encourage shoppers to "shop big" at local IGAs and SUPA IGAs where they can get a "substantial percentage off a huge variety of products during the campaign", according to IGA.

With every $30 purchase during the campaign, IGA customers will get a chance to win a share of a $100,000 shopping spree. IGA has also teamed up with Coca-Cola to offer fans the chance to win one of 2,500 double passes to Taylor Swift concerts in Sydney, Brisbane, Perth and Melbourne.

The latest campaign follows successful marketing and pricing campaigns from IGA's larger competitors such as the Coles 'Down Down' campaign which features an oversized hand and the recent Coles One Direction competition which offered shoppers the chance to win 10,000 tickets.

General marketing manager of Metcash Food & Grocery, Michele Teague said the campaign would resonate with local communities and “demonstrates IGA’s commitment to competitive pricing across our independently owned supermarkets”.