IGA honours family traditions

Directed by Joe Bluhm through Tonic DNA, this touching spot from supermarket brand IGA encourages us to cherish our festive family traditions and the precious moments spent sharing them. 

Through a moving animation, the spot tells the story of a family who come together once again to celebrate Christmas, and with every year of celebrations comes another round of their Aunt’s notorious meatloaf. Over the years, they plot ingenious news way to distract her whilst they slip their slice under the table to the family dog.

When Aunty Loulou passes away, the family find a way to honour her in the festivities by making their own rendition of the dreaded meatloaf, reminding us of the importance of making memories and passing culinary traditions down through generations.