Overview of No Frills' comics campaign: ‘The Haulerverse’​.

1. No Frills' comics
campaign: ‘The
Haulerverse’
Author: Mariana Mingazutdinova
October 30, 2021

2. Purpose
• The purpose of this IMC is to show that
saving on groceries should be something as
a special skill that you must be proud of.
• Establish emotional connection between
brand and a customer.
• Built the trust, in addition to value.
• Creating a full-blown animated universe

3. Video
• The 1 minute “Welcome to
Haulerverse” video
demonstrates four No Frills
shoppers turned superheroes
with an opening scene in
Marvel Comics style.

4. Video
• Demonstration diversity in age,
gender and race.
• Illustrate the shoppers like a Marvel
heroes who are flying into the
grocery store with a superpowers.

5. Campaign
Characters
• The Haulers (campaign
characters) are characterized
as Meg the Hauler OG, Jeff
the Budget Boss, Nia the
Digital Deal Hunter and Hank
the Deal Slinger.

6. Comics
• On Jan. 12, No Frills launched its
limited series “Rise of the Frills” a
10-part digital graphic novel.

7. Website
• Separate website that
features more information
about characters as wells
campaign overall.

8. Instagram
• Create photo filter for Instagram that encourage people to
make protos and showcase their hauling.
• Two-way communication with comments and reactions on
related posts.

9. Music
• Create a playlist on Spotify under
"NoFrills" artist with rap music and
lyrics about grocery and shopping in
No Frills stores during the pandemic
and not only.

10. Music • Create a vinyl record that was shown on Jimmy Fallon
The Tonight Show and amplify the campaign awareness.

11. Twitter
• Used #Haulerverse hashtag to share the word about the
campaign.
• Actively retweet feedback from their subscribers about the
campaign

12. Game
• PC game with 8-bit graphics that
reassembles a team of hullers to
fight against frills. The score in the
game may reveal some discounts for
the No Frills shoppers.

13. Point Of View
In my opinion, No Frills has developed and executed a
prominent IMC. First, they create a branded universe
with Marvel's style superheroes. Each of the heroes has
its own name, story, and superpower that helps them to
save on groceries. Second, they actively engage their
target audience in social media by answering tweets,
retweets, and reacting to them directly. Third, the
campaign became viral and people start creating their
content in the match to the No Frills IMC. By such
actions, they gained large organic grown to their social
media.

14. References
• Calabretta, D. (2020, November 13). No Frills turns “haulers” into deal-hunting heroes. Retrieved from Strategy:
https://strategyonline.ca/2020/11/13/no-frills-turns-haulers-into-deal-hunting-heroes/
• Lombardo, C. (2020, September 30). No Frills levels up its flyer. Retrieved from Strategy:
https://strategyonline.ca/2020/09/30/no-frills-levels-up-its-flyer/
• Samuel, D. (2021, January 19). No Frills turned grocery shopping into a super power. Why everyone is talking about its new
‘Haulerverse’ ad campaign. Retrieved from The Star: https://www.thestar.com/business/2021/01/19/no-frills-turned-grocery-
shopping-into-a-super-power-why-everyone-is-talking-about-its-new-haulerverse-ad-campaign.html
• Welcame to the haulerverse. (2020). Retrieved from No Frills: https://haulerverse.com/