2021 Winner
GoldIntegrated Campaign
SilverBranded Content
SilverGames
SilverApps/Mobile
BronzeTelevision Single – Over 30 Seconds /Long-Form
BronzeRadio Single
Loblaw Companies Limited (No Frills)
"#Hauler"
john st.
"#Hauler"
john st.
2020 shook the world to its core. Many marketers altered their marketing programs in response to COVID. No Frills did not.
Instead, it reignited the pride and swagger that Haulers felt prior to the pandemic by creating “the physical distancing song of the summer” called “A Cart Apart.” It also gamified the grocery experience through “Aisles of Glory: Return of the Hauler” and immortalized its core shopper as superheroes in an anime universe, which included the “Haulerverse” graphic novel that was distributed through the brand’s digital flyer.
In the end, John St. helped the retailer continue to create culture, not clutter, during the crisis – and while some brands stalled, No Frills managed to grow brand health by 1.4% and drove significantly higher prompted and branded recall than any of its previous campaigns.
Instead, it reignited the pride and swagger that Haulers felt prior to the pandemic by creating “the physical distancing song of the summer” called “A Cart Apart.” It also gamified the grocery experience through “Aisles of Glory: Return of the Hauler” and immortalized its core shopper as superheroes in an anime universe, which included the “Haulerverse” graphic novel that was distributed through the brand’s digital flyer.
In the end, John St. helped the retailer continue to create culture, not clutter, during the crisis – and while some brands stalled, No Frills managed to grow brand health by 1.4% and drove significantly higher prompted and branded recall than any of its previous campaigns.
Credits
Chief Creative Officer: Angus TuckerExecutive Creative Directors: Cher Campbell
Creative Director: Cher Campbell
Creative Director, Design: Mooren Bofill
Associate Creative Director: Robbie Percy, Caroline Friesen
Copywriter: Robbie Percy
Designer: Hannah Lee
Art Director: Caroline Friesen
Agency Producer: Brittani Wilcox, Megan Flett
Editing House: Outsider Editorial
Editor: John Gallagher (Editor) + Cam Anderson (Assistant Editor)
Post Production: Outsider Editorial, The Vanity
Online: The Vanity
VFX: Naveen Srivastava,?Kaelem Cahill, Adam Silcox-Vanwyk
Music & Sound: SNDWRx
Music Director: Didier Tovel
Composer: Composer: Didier Tovel with additional composition by Alex Gluch, Alison Lawee, Colin Brown and Adam Prus
Chief Strategy Officer: Megan Towers
Senior Strategist: Jay Fleming
Business Lead: Lindsay Day
Account Supervisor: Kelly Brennan