john st. Helps No Frills Celebrate the Thrill of the Haul
No Frills, is bringing some swagger to the discount grocery category with a new campaign that gives their shoppers a new name: Haulers.
“For 40 years, No Frills shoppers have been getting more for less. They are the original haulers. With this campaign we are celebrating the pride our customers feel when they shop at No Frills,” says Mary MacIsaac, Vice President, Marketing, Discount Division, Loblaw Companies.
The Canadian campaign launched nationally on May 7th with social, TV, cinema, OOH and limited-edition clothing and merchandise available at haulershop.com.
Over the last few weeks, the campaign was teased on social and OOH with cryptic posts that had some bloggers wondering whether Haulers was a Hypebeast-like line of clothing that was about to launch. Wild postings and a targeted local newspaper buy hinted at an upcoming Haulers concert tour.
The campaign is anchored by a 90-second video that will air in cinemas, online and during carefully selected TV events. Six-second videos will air on Instagram and Facebook pre-roll.
“What we love about the idea is the simplicity of it,” says Cher Campbell, Creative Director at john st. “The low prices at No Frills means you can haul way more stuff home than if you shop somewhere else. It’s not complicated and that always leads to the best work."
Advertiser: Loblaw Companies Limited
Brand: No Frills
VP, Marketing: Mary MacIsaac
Senior Brand Manager: David Becker
Director, Brand Marketing: Shelley Tangney
VP Marketing: Mary MacIsaac
SVP Marketing: Uwe Stueckmann
Creative Agency: john st.
Copywriter: Robbie Percy, Ryan Kukec
Art Director: Caroline Friesen
Strategist: Jenn Munoz
Producer: Aimee DeParolis
Chief Creative Officer: Angus Tucker
Executive Director, Strategy: Megan Towers
Account Service: Ryan O’Hagan, Elana Duncan
Production Company: Revolver Films
Executive Producer: Luc Frappier, Richard Cureton
Director: Scott Cudmore
DOP: Pablo Berron
Producer: Peter Oad
Edit Company: Saints
Editor: Danica Pardo
Post Production / VFX
Colourist: Clinton Homuth, Alter Ego
VFX/Online: Sean Cochrane, The Vanity
Music Company: SNDWRx
Music Supervision: Didier Tovel