Metcash has brought together its 11 family-founded brands in a national campaign to celebrate the strength and community impact of independent Australian retailers.

Under the banner ‘Family Founded’, the fully integrated campaign highlights businesses built by generations of local families – including Cellarbrations, IGA, Mitre 10 and Total Tools.

The campaign has launched with hero films set in real-world retail environments that shine a light on the quirks, charm, and recognisable moments that unite the stores.

Metcash CEO Doug Jones said: “As the wholesaler behind Australia’s network of family-founded stores, we back thousands of independents every day, in support of thriving local communities. 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 creative agency for the campaign was Special, the media agency was Starcom and the PR agency was Enthral.

Special CEO Lindsey Evans said: “It was wonderful to bring these fabulous brands together; celebrating their independent spirit and their collective impact in their local communities.”

Starcom client service director Sam Down said: “For the first time, we’ve pooled our data smarts on Metcash’s diverse consumer audiences to create a truly unmissable national campaign that will drive shoppers into their local stores—where they’ll no doubt be greeted by the friendliest team in town, delivering real value from the community, for the community, with all the charm that only independents can offer.”

The campaign includes an in-store competition called Big Family, Big Prizes, which gives shoppers who spend $25 or more in participating stores the chance to win prizes including travel experiences ranging from a Great Northern Kakadu Adventure to a Heineken Singapore racing experience.

Jones was joined at the launch by Cellarbrations at Gisborne owner Tony Bongiovanni.

“Our Big Family, Big Prizes competition is running nationally across more than 3,200 participating stores, so everyone can join in the celebration,” said Jones.

IBA’s Head of Shopper, Brand and Digital Clare Adamiak said: “This campaign is built on partnerships that extend across brands in liquor, food and hardware. Let’s show the market the true power of independence.”

Metcash reported an 8.9 per cent lift in annual sales to $17.32 billion for the year ending April 30, with a net profit 10 per cent higher to $283.3 million.

Total food sales, excluding tobacco, increased 20.8 per cent to $8.8 billion, while liquor sales grew 3.4 per cent to $5.3 billion.

Watch the Family Founded video here.