iProspect, in partnership with dentsu X and john st., took home both Grand Prix and Gold in the Reinvention category at the 2019 Shopper Innovation + Activation Awards for the No Frills Hauler campaign.
Looking to set themselves apart from other discount retailers, No Frills set out to establish themselves as the top choice for value conscious shoppers. More specifically, they wanted to create a sense of pride among bargain-hunting millennials for being value-driven, savvy shoppers. No Frills wanted to recognize them with a “badge of honour”, a point of pride by identifying with a movement: #Haulers — someone who gets a lot, for a lot less.
“This was definitely a fun campaign to be a part of. The creative messaging was refreshing, impactful and was a far cry from anything you’d normally associate with a discount retailer. Working alongside dentsu X from a Social standpoint, the key to our success involved translating a clearly defined customer persona into a highly targeted audience social strategy as well as integrating a layer of remarketing to ensure we were showing a variety of ads to highly engaged consumers.” - Chris Kreuter, Client Lead, iProspect
“We’re extremely honoured to be recognized amongst the best in the industry. The appeal of a discount retailer is sometimes undermined by perceived negative connotations, however the Hauler campaign reimagined what it means to shop at No Frills. Chris and his team at iProspect played an important role in managing the Social initiatives to build momentum pre-launch and effectively capture demand and interest generated by the official unveiling of the campaign.” - Sabrina LaRosa, Director of Media, Marketing, Loblaw Companies Limited
By leveraging key social moments of impact and agile media tactics which delivered over 28 million views—No Frills increased in-store foot traffic by 13.7% and improved their overall sales by 3% during the launch period of the rebrand. The #Haulers campaign successfully relaunched No Frills as the leading destination for savvy discount shoppers in Canada.
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