In 2018, No Frills sought a fresh perspective that celebrated its customers. Working with John St., we introduced a bold new name—Hauler—to celebrate savvy discount shoppers. To amplify this pride and energy, we teased the campaign through social media and wild postings. We focused on merch with iconic yellow and black branding, and the campaign gained media attention from outlets like BlogTO. The merch sold out immediately, marking the first time merch became integral to our marketing strategy.
