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."