2019 Winner
No Frills
Haulers
John St.
GoldGame Changer
SilverConnection Strategy
Millennial “smart shoppers” are motivated by the satisfaction of finding a great deal. With deal bragging showing up everywhere, No Frills decided to connect with the generation of deal hunters. Instead of rebranding its store, it rebranded its customers as “Haulers” in a campaign that won a Gold in Game Changer and a Silver in Connection Strategy.
First, John St. created “Hauler” merchandise, which was teased with posters and print ads. Next, a music video aired during TV events like The Billboard Music Awards, and the track was released on Spotify, while enormous shopping carts in store parking lots epitomized the kind of hauling a person can do in a No Frills.
“Haulers” impacted the grocer’s bottom line, beating its sales KPI with a 1.9% lift and a 1% increase in traffic during the campaign.
Credits
Client Credits
SVP Marketing: Uwe Stueckmann
Vice President, Marketing: Mary MacIsaac
Director, Brand Marketing: Shelley Tangney
Senior Brand Manager: David Becker
Agency Credits
Chief Creative Officer: Angus Tucker
Executive Creative Director: Cher Campbell
Executive Design Director: Mooren Bofill
Design Director: Jacqueline Lane
Designer: Hannah Lee
Designer: Ming Mikaeo
Copywriter: Ryan Kukec, Robbie Percy
Art Director: Kara Wark, Caroline Friesen
Agency Producer: Aimee DeParolis
Producer: Erin Feldman
Team Lead: Ryan O’Hagan
Account Executive: Elana Duncan
Chief Strategy Officer: Megan Towers
Strategist: Jennifer Munoz
Production Credits
Production Company: Revolver Films
Director: Scott Cudmore
Exec Producer: Luc Frappier, Richard Cureton
Line Producer: Peter Oad
Director of Photography: Pablo Berron
Editorial (Editor, Editorial Company): Danica Pardo, Saints
Colourist: Clinton Homuth, Alter Ego
VFX/Online: Sean Cochrane, The Vanity
Audio/Music: Didier Tovel, SNDWRx
Casting: Jigsaw
Media Credits
Media lead: Moira Gilderson
Media Planner: Prashanth Kanagalingam
Media Buyer: Sarah Mogan, Rachel Banks, Bellamy Lacay, Nicole Saab
For partnership inquiries, please contact Neil Ewen at newen@brunico.com.