IGA Supermarkets are independently owned with many of the owners having compelling personal stories. Building on the first round of ‘Soul Stories’, we travelled the length and breadth of Australia to unearth the next 15 stories and capture them in long-form video content.
The ‘1400 Stores, 1400 Stories’ content campaign was resonating well with owners and consumers, so we simply needed to continue to tell the stories with genuine authenticity and emotion. We brought in a young filmmaking team with experience that includes documentaries to direct and shoot this latest batch.
The latest films have only recently gone live, but feedback from the store owners, consumers and client is all positive.