Food Adventures Become Family Traditions in IGA's Charming Holiday Tale

IGA officially kicks off the holiday season by unveiling its brand-new Christmas tale, The Holiday Legend, created by Sid Lee. For this 8th edition, the story celebrates community spirit through the touching journey of Carole, who, after years of spreading holiday magic by cooking for her family, realises that traditions endure when shared.

“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,” emphasises Caroline Duhamel, director of marketing communications at IGA.

“You can be a force of nature in the kitchen, but even the strongest need a break. The magic of Christmas doesn’t rest on one pair of shoulders alone; it’s meant to be shared. That’s what we wanted to highlight this year in this new edition of the Christmas Tale” states Quentin Fachon, copywriter at Sid Lee and director of the Christmas tale.

To bring Carole’s story to life, Sid Lee collaborated with SHED for the animation of the short film, and with Rodéo Fx Audio for the music and sound design. On the media side, this is a first-ever collaboration on a Christmas story with the agency Touché!

The Holiday Legend will air on television and online from November 27th to December 31st, 2025, in Quebec and New Brunswick.