Metcash unites brands for first time in national campaign

Metcash is uniting all 11 of its family-founded brands for its first-ever national campaign, a move that underscores the scale and community impact of Australia’s independent retail network.

Developed in partnership with Special, Starcom and Enthral, the campaign runs under the banner ‘Family Founded’ and brings together well-known names including IGA, Mitre 10, Cellarbrations and Total Tools. It marks a strategic shift for the wholesaler, which has traditionally supported its brands individually.

The campaign celebrates the shared DNA of the network - businesses built by generations of local families - and positions Metcash’s brands as a collective force in Australian retail. Hero films explore the quirks and over-familiarity found across family-founded stores, set in real-world retail environments to highlight the charm and recognisable moments that unite them.

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To mark the launch, Metcash is hosting a one-day-only pop-up activation in Melbourne, bringing together its food, liquor and hardware brands under one roof. Shoppers will be able to access free items and value offers across categories, from pantry staples to power tools.

Doug Jones, CEO of Metcash, said the campaign is about celebrating the hard work of independent retailers and the communities they serve.

“As the wholesaler behind Australia’s network of family-founded stores, we back thousands of independents every day, in support of thriving local communities,” Jones said. “By bringing 11 of the brands we support together for the first time, we’re showing the strength and value independents can deliver when they stand side-by-side.”

“Family has always been at the heart of the independent retail network. Generations of local families have built businesses Australians rely on every day, and this campaign is about celebrating their hard work while giving shoppers an opportunity to benefit from their shared success.”

The campaign is supported by a national competition, ‘Big Family, Big Prizes’, running across more than 3,200 participating stores.

Special’s global partner and CEO Lindsey Evans said the campaign celebrates the independent spirit and collective impact of the brands. Starcom’s Sam Down added that the media strategy pooled data across Metcash’s diverse audiences to drive foot traffic into local stores. Enthral’s Cameron Smith said the campaign was a milestone moment for the network, bringing together long-standing brand partnerships under one roof.

‘Family Founded’ spans TV, social, digital, earned media and out-of-home, and aims to highlight the power of independents when they act as one.