Grocery Store IGA Highlights Culinary Christmas Traditions in Touching Story about Auntie Lulu’s Meatloaf

For the fifth year, IGA has joined forces with the creative agency, Sid Lee, to launch a holiday tale for all families. Named 'The Meatloaf', this year’s short film, encourages cherishing our familial culinary traditions and the memorable moments created by sharing them around the table. It’s a surprising and touching story that highlights the special place every one of us occupies in our own families.

This year’s tale is the result of an annual contest open to all Sid Lee artisans, from all departments, to find the best possible story. It is a tale that has taken over nine months to complete with the 3D animation studio Tonic DNA and Circonflex for the soundtrack.

"We can feel it in our stores right now, IGA and all the grocers are putting in the necessary effort to make the 2022 holiday season a memorable one. The return of this little holiday tale is a great way for us to highlight the importance of traditions centered around food and family recipes, that create lasting memories from generation to generation," says Carl Pichette, vice president, marketing Quebec. "With this approach, we want tug at some heartstrings and highlight the unconditional love that is expressed everywhere during family gatherings. It is also a way for our grocers to offer their holiday greetings.”

"Beyond bringing fun and laughter to the heart of households, we wanted to pay tribute to everything that unites families during the holidays: love, tradition and food," adds Francis Lévesque, artistic director at Sid Lee.

In addition to being broadcasted on television until December 23, 2022, 'The Meatloaf' will be available in French and English online, on social media, as well as on IGA social networks and at IGA.net.