The encyclopedia · Advertising & PR · Marketing decision · 2023
IGA rode Iga Swiatek's name to 220 million organic impressions
Quebec grocer IGA made 'Go IGA Go' signs at a tennis Open, borrowing a star's name, lifting mentions 3,000%.
IGA · Sobeys
the move
Quebec grocery chain IGA shared a name with tennis world No.1 Iga Swiatek, an accident, but one Sid Lee decided to spend almost nothing on. During the 2023 National Bank Open in Toronto, IGA printed fan signs supporting Canadian players, with 'Go IGA Go' tucked alongside 'Go Leylah Go' and 'Go Bianca Go'.
The signs worked because they let fans do the work: Swiatek's supporters wanted the signs for themselves, news outlets covered them, and Swiatek herself requested one on Twitter. TV networks then handed her an IGA sign live on air, reaching viewers in 150 countries.
IGA's mentions rose 3,000% during the tournament, generating 220 million organic impressions from a small investment. The work was a finalist at The One Show 2024 and took Gold and two Silvers at Canada's Marketing Awards, plus Silvers at the Clio Sports Awards.
why it works
- The signs were authentic fan props, so they spread as content rather than as ads.
- Swiatek's endorsement moment was earned, not paid, making the story irresistible to media.
- The budget stayed tiny because the entire idea was a printed sign.
what transfers
A brand can borrow a celebrity's spotlight without paying for it when a name or trait aligns; make the coincidence visible and let fans amplify.
what came after
IGA turned the accidental namesake moment into one of Canada's most talked-about low-budget campaigns of 2023, collecting Gold and Silver at the Marketing Awards, Silver at Clio Sports, and finalist recognition at The One Show 2024.
references
- 2024 Winner: The Sneaky Endorsement
- One Show 2024: Rethink, Cossette, Sid Lee, FCB et LG2 parmi les finalistes
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