No Frills launches an entertaining and dynamic grocery store campaign across social and broadcasting media in Canada. In it, the company identifies its shoppers as a collective, called Haulers -- "someone who gets a lot, for a lot less."
Creative agency st. john st. focuses on simplicity and an inclusive representation of the customer base. The 90-second promotional video of the grocery store campaign is extremely well-shot, fusing mystery with action and unparallel athletics. The overall attitude of No Frill's advertising initiative is geared toward celebrating its customer base. In addition to airing in cinema theatres, the grocery store campaign dabs into the world of fashion with a limited-edition clothing collection and merchandise that exhibits the brand's identity and Hauler pride.