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No Frills

Get the frill out of your grocery bill.

The Challenge

Once the undisputed market leader, No Frills was seeing share erosion from a raft of discount competitors. They could no longer own “the lowest” prices territory, and further, consumers' expectations of discount grocery had moved beyond price alone. They needed to show that No Frills was inexpensive, but not a compromise.  

The Insight

As Whole Foods and other competitors have heightened their in-store experiences with marble countertops and Italian lighting, their prices have followed. But those are the frills that No Frills says no to.

But rather than simply say that No Frills is better because it’s cheaper, we took the consumer’s point of view. We said that striving to save money on your grocery bill doesn’t make you cheap, it makes you savvy

It’s not about being cheap; it’s about being smart.

The Results

Get the frill out of your grocery bill.

250
franchisees supported it
2nd
year of campaign underway
+12
sales growth vs. YAGO
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We work with many of Canada's bravest and the most ambitious marketers. If that sounds like you, we should definitely have a coffee together.