It has been more than 10 years since the Independent Grocers Alliance updated its store brand look, but in September the grocery trade association — which represents thousands of independent retailers globally — kicked off a modern redesign, backed by a massive visual merchandising program and digital marketing effort.
The September launch saw roughly half of its 1,200 redesigned IGA Exclusive Brand products hit shelves while the other half will roll out over the months ahead. The redesign also anchors the store brand for new line extensions like a possible plant-based line that could launch in the next two years.
IGA Global’s brand overhaul began with two key hires: Robin Groscurth, director of exclusive brands, joined the Chicago-based association roughly 18 months ago, after launching Fresh Thyme’s first-ever private label program. Two years earlier, IGA Global named John Ross its CEO, who came from several years with Inmar and before that Shopper Sciences, a data company and retail media agency, respectively. He also had retail experience at Home Depot and hard goods stores.
With that combined experience, it’s no surprise that the reintroduction of the IGA Exclusive Brand would land with such style and a comprehensive hyper-local marketing program — both in-store and digitally.