IGA Breakfast Point Goes Viral Singing About Value & Savings

Independent Grocers Alliance stores are known for their innovation and creativity, which extends across the globe. Store Director Aaron Mason at IGA Breakfast Point in Sydney, Australia is using his songwriting talent to promote the store’s weekly specials, getting viral attention for his parodies and raps that highlight what’s happening at IGA Breakfast Point. Featured on morning news broadcasts and receiving hundreds of thousands of views online, Mason discussed how he’s “putting IGA on the map with a little hip-hop.”

Digital ads are essential to grocery store sales, as customer interaction with advertisements can determine their purchasing habits. In fact, over half of all grocery purchases are influenced by digital advertising. In person, shoppers continue to look for emotional connections in addition to fun and memorable experiences with stores, and Mason is hitting that mark in spades.

Mason has gone viral for a series of videos posted on the store’s social media that celebrate the best of IGA. From singing, “It’s fun to shop at your local IGA” to the tune of the Village People’s “YMCA” to rapping the store’s special price for Cadbury chocolate in the vein of Vanilla Ice's “Ice Ice Baby,” Mason has made weekly specials into a viral sensation. His strategies seem to be working — with thousands of views and likes, people are paying attention to what is happening at IGA Breakfast Point. Customers have started to recognize Mason in store, asking when the next song is coming out and even requesting his autograph.

Mason raps the specials at IGA Breakfast Point.

And how are sales?

“Sales have been strong and up on last year, so I would like to think the songs are helping and getting the message out to customers about the value we can offer,” says Mason.

Not only is this viral strategy helping customers to have fun with their shopping, but it is also creating a competitive advantage.

To understand why IGA Breakfast Point’s campaign has been so successful, it is essential to consider how the grocery retail market has and will continue to change, especially as Gen Z more fully enters the marketplace. Customers are increasingly prioritizing value and values.

For shoppers in the post-pandemic, high-inflation market, value is essential. A 2023 report found that almost 60% of customers are looking to reduce their spending, a marked increase from previous years. Additionally, 73% of customers reported that discounts have become more important in their shopping decisions.

By highlighting IGA Breakfast Point’s unique deals, Mason has shown “specials and savings available to customers at our store.” With the store’s discounts more well known, shoppers can make more informed decisions about the value presented by this independent retailer. This differentiation helps set Mason’s store apart from other retailers, where customers may not be as familiar with how the store can help them save.

In addition, Mason creates messaging that appeals to a broad spectrum of shoppers.

“We choose songs that are generational and familiar with most people,” Mason notes.

Furthermore, these videos give the store a personality that differentiates it from other retailers or national chains. Gen Z shoppers in particular are increasingly concerned about authenticity. This drive for “real” content means that retailers can be chaotic and funny in their marketing appeals to this generation. Moreover, by creating this authentic personality, stores can increase shopper loyalty, with loyalty in turn driving sales, word-of-mouth advertising, and retention. Mason’s songs have certainly drawn attention, notably interviews from local media outlets that continue to spread awareness about the store. Through Mason’s initiative, IGA Breakfast Point has cultivated a unique and genuine reputation that allows it to stand out from the competition and grow its loyal customer base.

In short, IGA Breakfast Point’s advertisements are working because they are engaging.

“It works when it’s different and not so plain. People will just scroll past the same old video, [so] you need to grab attention and be a little different,” Mason said.

Competing for customer attention in a world designed to distract is difficult, but one way to stand out is simply to “bring more fun.”

Tactics:

1. Use the creative talents of your employees.
   Because they spend so much time in stores, they have a fairly good idea of what customers want. Moreover, they have untapped creative potential that can be used in everything from graphic design to photography.
2. Look into alternative platforms.
   While most stores already have a presence on Facebook, branch out onto Instagram and TikTok to draw the attention of younger shoppers.

Pro Tips:

1. Don’t take yourself too seriously. These kinds of projects work best when you’re having fun.
2. Think about what your customers' value – do they need to know more about daily specials? Can you share more about making fresh products like bread in store? Where in the world does all your produce come from?
3. You don’t need to be a professional videographer to create viral reels. Your story is what matters the most. Just find some good lighting and you’re all set!