IGA - "The Sneaky Endorsement" by Epica Awards 2024
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| Title | The Sneaky Endorsement |
| Brief | During the 2023 National Bank Open in Canada, IGA, a Québec-based grocer, leveraged the popularity of tennis player Iga Swiatek, by distributing signs supporting Canadian players, while also including cleverly crafted "Go IGA Go" signs. Swiatek's fans wanted signs for themselves when they gained attention, and when Swiatek herself requested one on Twitter, it created a huge buzz. Sportsnet and TVA Sports even presented a sign to her on live television, resulting in significant brand visibility and success for IGA’s small brand during the event. |
| Agency | SID LEE MONTREAL |
| Campaign | The Sneaky Endorsement |
| Advertiser | IGA (Sobeys) |
| Brand | IGA |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Length | |
| Agency | ..d ..e Subscribers Only |
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