2019 Winner
No Frills (Loblaw Companies Limited)
Haulers
john st. and Dentsu Media
Grand Prix
GoldReinvention
No Frills snagged the Grand Prix (plus a Gold Reinvention) for not only rebranding its discount self with a degree of exclusivity, but for remaking its shoppers into the best “Haulers” (read: value conscious) they can be.
The retailer is a destination for smart shopping, particularly in the age of low-disposable income. It wanted bargain-hunting millennials to never feel ashamed for being value-driven. Rather, they should celebrate their savviness and wear it as a badge of honour. Working with Dentsu on nonconformist media swagger and John St. on creative, No Frills created a movement to become one of Canada’s hottest brands.
No Frills’ pumped up marketing was seen everywhere. Those looking to get a lot (for less) were first teased with unbranded social content and wild postings on the street. Next, the grocer dropped an album record, music video and clothing collection. And finally, a commercial that revealed the culprit behind the slick drops showed attitude – not prices – through its parkour-happy customers.
No Frills set out to feel more like a lifestyle brand than a grocer, and that it did. As a result, the company increased its traffic by 13.7% and improved sales by 3% just after debuting its hot new look.
Credits
John St.
Chief Creative Officer: Angus Tucker
Executive Creative Director: Cher Campbell
Executive Design Director: Mooren Bofill
Design Director: Jacqueline Lane
Copywriter: Robbie Percy, Ryan Kukec
Art Director: Caroline Friesen, Kara Wark
Designer: Hannah Lee
Designer: Mike Mikaeo
Executive Producer: Aimee DeParolis
Producer: Erin Feldman
Account Lead: Elana Duncan
Team Lead: Ryan O’Hagan
Brand Experience/Planning: Megan Towers, Jenn Munoz
Revolver Films
Director: Scott Cudmore
Executive Producer: Luc Frappier, Richard Cureton
Line Producer: Peter Oad
Director of Photography: Pablo Berron
Editorial: Danica Pardo, Saints Editorial
Colourist: Clinton Homuth, Alter Ego
VFX/Online: Sean Cochrane, The Vanity
Audio/Music: Didier Tovel, SNDWRx
Casting: Jigsaw
Dentsu Media
Media Lead: Moira Gilderson
Media Planner: Prashanth Kanagalingam
Director Broadcast Activation: Adele Lettau
Broadcast Activator: Sarah Mogan
Print OOH Investment Manager: Bellamy Lacay
Print OOH Buyer: Valerie Ponce
Search and Social Account Lead: Chris Kreuter
Search and Social Account Lead: Rachel Banks
Digital Investment Manager: Nicole Saab
Digital Investment Planner: Carli Bianchi
Saints Editorial
Tory Osler: Executive Producer
Danica Pardo: Editor
Will Culverwell: Assistant Editor