2020 Winner

CASE SUMMARY

Challenges and Goals
The rise of value shopping in Canada provided an opportunity to reinvent, relaunch and disrupt the category of value CPG brands. No brand represents value shopping better to Canadians than the iconic yellow package that is No Name.

Discount shoppers expect to find value and quality in the same place and are increasingly more concerned about what’s in the food they eat. They trust No Name and buy the brand to save money, but sometimes feel like they are making compromises on quality.

Insights and Strategy
The No Name brand used its Simple Check platform to address its low quality stigma by actively removing 10 ingredients from its products that shoppers said they did not want in their foods, such as synthetic colours, artificial flavours, and MSG.

Execution
No Name reintroduced the brand to a new generation of Canadian shoppers through a multi- touchpoint campaign that drove comprehension of Simple Check and increased the consumer’s quality perception for no name.

The 360 media approach transcended traditional marketing mediums and saw its traditional OOH elements scaled and shared on social platforms and its Tweets being increasingly re-tweeted, driving organic growth in Twitter followers. It even drove targeted XM activations with Western University students with a unique No Name dorm merch kit that drove increased relevance of the brand to a new generation of customers.

The brand also strategically partnered with No Frills and created custom merch kits for its more than 100 franchisee owners to drive increased owner engagement. This led to increased No Name merchandising in their stores and resulted in the grocery banners contributing to 24% of No Name’s sales growth.

Results
Shoppers scaled their love for the No Name brand beyond traditional retail channels with record-breaking social engagements: 50% of all twitter engagements were organic, demonstrating how a shopper marketing campaign extended into Canadian culture.

The marriage of creative and media provided an impactful and memorable experience to shoppers. While commuting to work, watching their favourite TV program or connecting with their friends through social channels, the No Name iconic yellow messaging was there front-and-center, disrupting shoppers in their everyday lives.

Credits

Client: Loblaw Companies Limited – no name
SVP Marketing: Uwe Stueckmann
VP Marketing: Cheryl Grishkewich
Director, Marketing: Kevin Andrews
Brand Manager, Marketing: Ashley Buckle
Director, Media: Sabrina LaRosa
Sr. Director, Creative, Content & Social: Dave Wotherspoon
Sr. Manager, Creative, Content & Social: Catherine Glover

Advertising Agency: john st., Toronto, Canada
Chief Creative Officer: Angus Tucker
Executive Creative Director: Cher Campbell
Associate Creative Directors: Sanya Grujicic, Simon Au
Copywriters: Sanya Grujicic, Duncan Boyd (OOH)
Art Director: Simon Au
Client Service Director: Ryan O'Hagan
Account Director: Caitlin Elliot
Account Supervisor: Elana Duncan
Account Executive: Claudia Buckler
Account Coordinator: Emma Cully
Producers: Sharon Langlotz, Andrew LaGrave, Christina Laronga
Chief Strategy Officer: Megan Towers
Strategist: Colin Carroll
Executive Design Director: Mooren Bofill
Designer director: Jacque Lane
Designer: Michael Arnott

Production Company: Soft Citizen
Director: Terri Timely
Director of Photography: Chris Mably
Post Production: Saints Editorial
Editor: Mel Hider, Michael Ofori-Attah
Colourist: Rosalyn Di Sisto
Online Facility: Art Jail
Online Artist: Steve Mottershead
Flame Artist: Paul Binney
Music House: Boombox
Music Supervisor: Roger Leavans
Engineer: David Goudie

Experiential partner: 6Degrees
Account Manager: Kevin Chew

Media Agency: Dentsu X, Toronto, Canada
VP Associate Media Director: Moira Gilderson