Metcash attempts to match it

Metcash believes “If you can’t beat ‘em, join ‘em” as IGA launches a new advertising campaign to win back value-focused consumers.

Metcash (ASX: MTS)-backed supermarket chain IGA is the latest industry player to launch a major advertising offensive. IGA stores will adjust their prices every week on hundreds of branded products to match the lowest prices offered by Coles, owned by Wesfarmers (ASX: WES), and Woolworths (ASX: WOW).

Price matching is not new to IGA; it has been in place in some stores since late 2014 but customers don’t appear to have noticed. Metcash/IGA hopes that the new campaign will change the perception that IGA is expensive compared to its competitors.

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