LOBLAW COMPANIES LTD.
NO FRILLS’ HAULERS - THE SHOPPER CHOPPER
A national tour program that brought a larger-than-life shopping cart to stores and cultural events across Canada to boost community engagement, celebrate local franchisees, and amplify the No Frills "Hauler" identity.
In partnership with John St., the Hauler campaign was No Frills’ bold response to shifting how Canadians viewed value grocery shopping. Rather than shy away from its discount roots, the campaign leaned into them — celebrating the everyday shopper who knows how to save without compromising on quality. The Hauler identity became more than a marketing message — it turned into a movement, complete with branded merch, music videos, and in-your-face yellow visuals that helped the brand stand out in a crowded grocery landscape.
The Shopper Chopper
To further bring the “Hauler” energy into the real world, No Frills launched a series of community-facing activations — including the now-iconic Shopper Chopper, a massive, drivable shopping cart designed to bring the Hauler spirit to life at local events and in front of No Frills stores across the country. We collaborated with a third-party vendor to fabricate a fully functioning vehicle modeled after a No Frills shopping cart.
The Shopper Chopper was taken on tour across Canada, popping up at key No Frills locations and high-profile community events including, but not limited, to:
RetroFest in Chatham, ON,
The Toronto Santa Claus Parade in Toronto, ON
Blue Bombers VS Stampeders in Winnipeg, MB
Circle Festival in Calgary, AB
Redline Run in Saskatoon, SK
Sewalk’s No Frills in Port Coquitlam, BC
The goal was to support local franchisees in driving foot traffic, strengthening community ties, and creating a buzz around their stores. Depending on the location, activations were tailored to the store’s needs — from static photo ops to parade appearances.
Responsibilities included collaborating with the client and third-party vendor to coordinate the cart’s fabrication, transportation, and overall tour logistics. Close coordination with individual franchise owners was required to tailor each stop to their store’s needs, whether for parades, festivals, or in-store activations. Additional responsibilities included sourcing permits, staffing and training brand ambassadors in multiple regions, managing uniforms and key messaging, and overseeing day-of execution for both local and out-of-province stops. Visual content and feedback were collected at each event to measure impact, and all insights were consolidated into a final post-tour report presented to the client. Throughout, the goal was to ensure every activation ran smoothly, aligned with the brand, and made a lasting impression on local communities.
Deliverables
Tour Strategy & PlanningFranchisee Liaison & Relationship ManagementEvent & Permit LogisticsCampaign IntegrationBrand Ambassador Sourcing and TrainingLogistics Coordination
Post-Event Report Creation and PresentationContent Capture (Photo/Video)Asset ManagementOn-Site Execution and ManagementTracking and Reporting (Inventory, Engagement, Feedback)
Stakeholder Management