2019 Winner

No Frills


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.

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

Need help? Contact Clare O'Brien at 1-416-408-2300 x307 or cobrien@brunico.com.