CLIENT
Loblaw Companies Ltd.
Uwe Stueckmann, Chief Customer Officer
Shelley Tangney, Director, No Frills Marketing
Ashley McGill, Director, No Frills Marketing
Jocyanne Bourdreau, President, Discount Division
Mary MacIsaac, VP, Marketing Discount
Andy MacPherson, VP, Marketing Discount
Randi Casey, Director, No Frills Marketing
David Becker, Senior Manager, Brand Marketing
Naveet Nanwa, Manager, Brand Marketing
AGENCY
Cher Campbell, Chief Creative Officer
Megan Towers, Chief Strategy Officer
lindsay day, Business Lead
Colin Carroll, Strategy Director
Robbie Percy, Associate Creative Director, Copywriter
Caroline Friesen, Associate Creative Director, Art Director
Hannah Lee, Designer
Angus Tucker, Chief Creative Officer
Ryan Kukec, Copywriter
Ming Mikaeo, Designer
Aimee DeParolis, Head of Production
Ryan O'Hagan, Team Lead
Elana Duncan, Account Executive
Brittani Wilcox, Executive Producer
Kelly Brennan, Account Supervisor
Matthew DeWaal, Executive Producer
Joachim Holmgren, Account Director
Carol Hung, Designer
Jess Willis, Creative Director
Xiang Zheng, Art Director
Emma Lorenzi, Copywriter
dentsuX
Moira Gilderson, SVP, Group Account Director
Loblaw Media
Sabrina LaRosa, Director, Media, Planning and Strategy
Ryan Prior, Senior Manager, Marketing Media
SNDWRx
Didier Tovel, Creative Director
Relish Interactive
SUMMARY
No Frills was Canada’s leading discount grocery retailer, but it had an image problem. We set out to change that by rebranding our customers as HAULERS: people who get a lot, for a lot less. Finding a way to celebrate their savviness and make them feel proud to shop at No Frills helped contribute to an average YOY Q3 sales growth rate of +2.07% and put the brand on the global stage, challenging how a grocery store should behave.
