| BY Ricki Green |IGA has launched its latest campaign, ‘Can’t Believable Prices’, developed in partnership with Special. Aimed at challenging lingering perceptions around price at IGA stores, the campaign centres on the idea of “reverse sticker shock”, highlighting moments where shoppers are caught off guard by how low IGA’s prices actually are. The platform rolls out via a series of 15-second TVCs directed by Fiona McGee through Revolver. The TV activity is supported by out-of-home, radio and social.