Watch this: IGA unveils 8th annual Christmas Tale holiday campaign

IGA has launched the 8th edition of its Christmas Tale holiday campaign, “The Holiday Legend.” 

Created by Sid Lee, the story “celebrates community spirit through the touching journey of Carole, who, after years of spreading holiday magic by cooking for her family, realizes that traditions endure when shared,” states a press release. 

READ: Watch these: Holiday ads from around the world

“Every year, we eagerly await the moment to unveil our Holiday Tale, a cherished tradition for local families and IGA grocers.” Based on the theme of mutual support, this new edition is a tribute to all those loved ones, those holiday heroes, who bring magic in our childhood hearts and left us with unforgettable memories that we cherish, especially through family recipes cooked and enjoyed together,” emphasizes Caroline Duhamel, Director of Marketing Communications at IGA.

“The Holiday Legend” will air on television and online until Dec. 31 in Quebec and New Brunswick. 

Watch it below: