You don't shop at No Frills, you HAUL. And if you haul at No Frills, you're a HAULER. The multi-year platform put the brand on the global stage, challenging how a grocery store should behave.

Discount grocery had seen a rise in new competitors, and while Canadians were shopping at No Frills, they didn’t feel proud to do so. We needed to turn a walk of shame into a badge of honour. But how? By rebranding the customer, not the store.