No Frills Debuts A New Private Brand Studded Marketing Campaign

    In the new advertising campaign Canadian retailer Loblaw’s value banner No Frills is celebrating the joy its customers get from a great deal, labeling them as “haulers.
    In a 90-second television commercial, the retailer defines a “hauler” as “someone who gets a lot, for a lot less” and true “haulers” are proud to wear the label

    A variety of No Frills customers portray superheroes capable of doing handstands off grocery carts while picking out produce, running sideways Matrix style along the doors of the frozen foods aisle while effortlessly saving money with the help of Loblaws private brands. The new campaign is running on social, TV, movie and out-of-home. No Frills has also introduced limited-edition merchandise available on, including bright yellow, pop art style “Hauler” t-shirts.


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    Christopher Durham
    Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.