No Name – “This Video Will Now Go Viral”

Loblaw’s iconic Black & Yellow anti-brand “No Name” is out this week with a new commercial that plays to its brand personality perfectly. It’s nice to see the very stark design given personality by the retailer. The commercial features The Simple Check symbol which appears on “better for you” No Name products made without 10 specific ingredients.

According to their website:

“With so much information about food and ingredients today, it can be challenging to decide what to serve your family. We know our customers care about ingredients used in their food. When you told us that you want products made without certain ingredients without compromising your budget, we listened. That’s why we created the no name  Simple Check symbol. The Simple Check symbol helps you easily identify no name products made without 10 ingredients. So when you see the Simple Check symbol on our no name packaging, you can rest assured, we have checked the ingredients for you.”

Simple Check  products are made without these 10 ingredients:

  1. synthetic colors
  2. artificial flavors
  3. monosodium glutamate (msg)
  4. hydrogenated oils
  5. artificial sweeteners
  6. sugar alcohols
  7. polydextrose
  8. brominated vegetable oil
  9. azodicarbonamide (ada)
  10. bha, bht, tbhq
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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.