In the battle of the supermarket wars, IGA has fired the latest salvo. The network of 1,400 independently owned supermarkets has launched a national advertising campaign reminding shoppers they can buy their favourite branded groceries locally.

The campaign follows the strengthening of own-brand ranges by the big supermarket names.

Silvestro Morabito, chief operating officer of Metcash Food & Grocery, said the campaign was designed to inform supermarket consumers that there was at least one network of stores selling products that consumers want. Read more.