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. “Our more than 250 store owners are the heart of the No Frills brand. The love Canadians have for No Frills is a testament to their hard work. The hauler campaign celebrates our No Frills owners’ efforts to keep prices low and provides our customers the opportunity to celebrate getting more while spending less.”
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.
“It can be difficult to tell a story in six seconds,” says Cher Campbell, Creative Director at john st., the agency behind the campaign. “But the Haulers pre-roll and social posts work really well because we’re just trying to capture the overall vibe and feeling of the campaign.”
“What we love about the idea is the simplicity of it,” adds Campbell. “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.”
Credits are at the bottom of this page.
#Hauler Wild Postings
TV Credits
Client: No Frills
Title: “#Hauler”
Client: Loblaw Companies Limited
Brand: No Frills
Senior Brand Manager: David Becker
Director, Brand Marketing: Shelley Tangney
VP Marketing: Mary MacIsaac
SVP Marketing: Uwe Stueckmann
Agency: john st.
Chief Creative Officer: Angus Tucker
Creative Director: Cher Campbell
Copywriter: Robbie Percy, Ryan Kukec
Art Director: Caroline Friesen
Agency Producer/Head of Integrated Production: Aimee DeParolis
Account Service: Ryan O’Hagan, Elana Duncan
Executive Director, Strategy: Megan Towers
Strategist: Jenn Munoz
Director: Scott Cudmore
Production Company: Revolver Films
Exec Producer: Luc Frappier, Richard Cureton
Line Producer: Peter Oad
Director of Photography: Pablo Berron
Editorial: Danica Pardo, Saints
Colourist: Clinton Homuth, Alter Ego
VFX/Online: Sean Cochrane, The Vanity
Audio/Music: Didier Tovel, SNDWRx
Casting: Jigsaw
Live Date/Air Date: May 7, 2018
Teaser Campaign (Print, Apparel, Video) Credits
Client: No Frills
Title: “#Hauler”
Client: Loblaw Companies Limited
Brand: No Frills
Senior Brand Manager: David Becker
Director, Brand Marketing: Shelley Tangney
VP Marketing: Mary MacIsaac
SVP Marketing: Uwe Stueckmann
Agency: john st.
Chief Creative Officer: Angus Tucker
Creative Director: Cher Campbell
Copywriter: Robbie Percy, Ryan Kukec
Art Director: Caroline Friesen
Account Service: Ryan O’Hagan, Elana Duncan
Executive Director, Strategy: Megan Towers
Strategist: Jenn Munoz
Agency Producer: Erin Feldman, Jaclyn Garfinkle, Andrew LaGrave
Executive Director, Design: Mooren Bofill
Designers: Jacqueline Lane, Hannah Lee, Ming Mikaeo
Production Company: Puncture
Live Date/Air Date: April 25, 2018
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