Just as the IGA Red Oval banner on the storefront promises a preferred shopping experience, the IGA Red Oval on the package promises attractively-priced, quality-assured products for customers’ homes. IGA Retailers are exclusively licensed to sell IGA Private Brand products, and IGA works hand-in-hand with its Licensed Distribution Center partners to customize the item selection to fit local markets.

A master-marketer, IGA actively manages its private brand to ensure it consistently meets strict quality standards and delivers attractive consumer value. And as it has done several times in the past, IGA recently undertook a project to update the image projected by IGA Brand Products, this time with the help of an internationally renowned branding design firm. The goals for the redesign of IGA’s Private Brand image include:

1. Improve shelf presence for ease of shopping
2. Update and standardize imaging to support and promote overall IGA Brand attributes
3. Improve sales and through that, improve customer value

The resulting customer-tested image is a vibrant, cross-category look that leverages the equity of IGA’s 80-year legacy of friendly, community-focused stores, and conveys the quality of the brand without mimicking national brands. In short, it sets IGA apart from the competition by delivering a distinct IGA Brand image that is appealing and clear to customers.

Transition to the new IGA Private Brand Product image is expected to be completed by the end of 2010.