CLIENT
Loblaw Companies Ltd.
Uwe Stueckmann, SVP Marketing
Mary MacIsaac, Vice President, Marketing
Shelley Tangney, Brand Marketing Director
David Becker, Senior Brand Manager
AGENCY
Aimee DeParolis, Agency Producer
Stephanie Hurst, Executive Director, Client Engagement
Megan Towers, Chief Strategy Officer
Caroline Friesen, Art director
Robbie Percy, Copywriter
Cher Campbell, Executive Creative Director
Jennifer Munoz, Strategist
Kara Wark, Art Director
Ryan Kukec, Copywriter
Jacqueline Lane, Design Director
Hannah Lee, Designer
Ming Mikaeo, Designer
Ryan O'Hagan, Team Lead
Elana Duncan, Account Executive
Dentsu Media
Moira Gilderson, Media Lead
Prashanth Kanagalingam, Media Planner
SUMMARY
Discount grocery is a commoditized battleground, and stores like No Frills carry an unfair perception. The challenge was how do you de-stigmatize shopping at No Frills to attract more value seekers?
Instead of rebranding the store, we decided to rebranded the customers, and give them permission to celebrate their frugality.
At other grocery stores shoppers shop. At No Frills, HAULERS HAUL.
The integrated and untraditional HAULERS campaign struck a nerve, exceeding all KPIs including sales growth, at a time when the category was down.
