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No Frills: Hauler by John St.

Agency: John St.
Client: No Frills
Date: May 2018
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No Frills is bringing 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 agency behind the campaign. “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

TV Credits

Client: No Frills

Title: "#Hauler"

Client: Loblaw Companies Limited

Brand: No Frills

Senior brand manager: David Becker

Director, brand marketing: Shelley Tangney

Vice-president marketing: Mary MacIsaac

Senior vice-president 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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