The rational benefit of discount grocery shopping is obvious and most brand focus on it in their advertising. Canadian agency, john st., has done something else.
Its ad for discount grocery chain, No Frills, focusses on the satisfaction of getting more for less and champions those who do so. The campaign gives discount shoppers a new name, Haulers, and aligns their prowess and sense of satisfaction with those of supreme athletes in the remarkable visual imagery of its ads.
“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,” explained Mary MacIsaac, vice president, marketing, discount division, Loblaw Companies.
The Canadian campaign launched nationally on May 7 with social, TV, cinema, OOH and limited-edition clothing and merchandise available at The Hauler Shop, online store.
Before launch, the campaign was teased on social and OOH with cryptic posts that had some bloggers wondering if 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 now anchored by a 90-second video in cinemas, online and during carefully selected TV events. Six-second videos are running on Instagram and Facebook pre-roll.
“What we love about the idea is the simplicity of it,” noted 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.”
Explore the teaser campaign’s social videos here and here.
Credits:
TVCs:
Agency: john st.
Chief Creative Officer: Angus Tucker
Creative Director: Cher Campbell
Copywriters: Robbie Percy & Ryan Kukec
Art Director: Caroline Friesen
Agency Producer & Head of Integrated Production: Aimee DeParolis
Account Service: Ryan O’Hagan & Elana Duncan
Executive Strategy Director: Megan Towers
Strategist: Jenn Munoz
Director: Scott Cudmore
Production Company: Revolver Films
Executive Producers: Luc Frappier & Richard Cureton
Line Producer: Peter Oad
Director of Photography: Pablo Berron
Editing: Danica Pardo @ Saints
Colourist: Clinton Homuth @ Alter Ego
VFX & Online: Sean Cochrane @ The Vanity
Audio & Music: Didier Tovel @ SNDWRx
Casting: Jigsaw
Teaser Campaign (Print, Apparel, Video)
Agency: john st.
Chief Creative Officer: Angus Tucker
Creative Director: Cher Campbell
Copywriters: Robbie Percy & Ryan Kukec
Art Director: Caroline Friesen
Account Service: Ryan O’Hagan & Elana Duncan
Executive Director, Strategy: Megan Towers
Strategist: Jenn Munoz
Agency Producers: Erin Feldman, Jaclyn Garfinkle & Andrew LaGrave
Executive Design Director: Mooren Bofill
Designers: Jacqueline Lane, Hannah Lee & Ming Mikaeo
Production Company: Puncture
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