If you’ve lived in Canada, there’s no doubt that you have at one point or another picked up groceries from the Loblaw-owned No Frills supermarket. As the name suggests, the offerings at the grocery chain come with no frills — meaning your groceries will have minimal branding, will most likely be a private label, and will be heavily discounted.
Looking to tap into a younger audience, the Haulerverse campaign features the “Haulers” in a Japanese anime style commercial as they combat frills to save money — the intro even has a Marvel Comics-like opener. Emphasizing the need to save more than ever, due to the pandemic, the campaign hopes to shed light on the grocery chain’s low prices. A representative from Loblaw comments, “It’s no secret that the pandemic has changed the way customers shop, especially for groceries, and we wanted our haulers to feel that No Frills swagger.”
As part of the campaign, each weekly flyer will feature “Issues” like comic books and depict the developing story of Meg, Nia, Jeff and Hank. The comic will also be shared on platforms like Instagram and Spotify. While this is very unexpected from the No Frills brand, people have taken to Twitter to express their approval for the “Haulerverse” campaign.
— Sarah Warsi (@Sarah_Warsi) January 18, 2021
"Haha those whacky Japanese…
THE CANADIAN NO FRILLS?" https://t.co/91Tq8hb3QV
— Windows98 Tech Support (@Win98Tech) January 18, 2021
What the fuck is this ad for a goddamn grocery store pic.twitter.com/48YZBDib3L
— Wari (@Zari_Wari) January 17, 2021
In other entertainment news, Batman: The Animated Series sequel now rumored for HBO Max.