No Frills might have deals, but it most certainly has swagger.
The Loblaw-owned discount banner has launched a 90-second music video as part of its larger #Hauler advertising campaign. With a slightly darker, less campy tone than its previous marketing execution, the online video shows consumers doing acrobatics across dimly-lit store aisles and doing wheelies in the parking lot. Each consumer is, presumably, a Hauler, which the brand defined on its Facebook page as:
1. Someone who cares not for frills.
2. Someone who is frugal, and proud of it.
3. Someone who hauls. Hard. (See definition of haul)
4. Someone who shops at No Frills.
Linda’s such a hauler she needs a stretch minivan.
In addition to the video, which is also running on television, No Frills has launched an original song (available through iTunes, Google Play and Spotify) and an online clothing store that is accepting orders for four items — two T-shirts, one long-sleeved shirt and one sweatshirt — with more items likely to appear later. A reusable yellow Hauler bag will also be available in limited quantities at the roughly 250 No Frills stores in Canada.
This is the second major marketing effort from the discount grocer in the last year. After a six-year hiatus from national advertising campaigns, No Frills returned in May 2017 with television, radio, digital and out of home that urged shoppers to “get the frill out of their bill.”
The creative aimed to demonstrate the banner’s commitment to quality food at low prices, and communicate that fancy in-store musicians, chalkboard artists and produce items stacked like pyramids found at some stores, translate to higher grocery bills.
According to a survey commissioned by Loblaw last year, two important factors for shoppers when choosing where to buy groceries are fair pricing (87%) and good value for money (87%).