Setup
For over four decades, No Name has served as a trusted private label of Loblaw Companies, known for its no-frills products at down-to-earth prices. With its iconic yellow packaging and plain black print, the brand remains a staple for many value-conscious Canadians.
As food costs continue to rise, even home chefs are looking for ways to reduce grocery bills without sacrificing taste. How can the brand shift its messaging from economical basics to a sought-after ingredient among foodies, without alienating its loyal customers?
Strategy
While culinary enthusiasts may not flaunt their use of No Name (some even hide the packaging from guests), serious home cooks recognize the brand as an essential pantry staple. This insight has elevated No Name into a prized culinary secret—where foodies might opt for premium peanut butter on toast, yet rely on No Name for decadent recipe substitutions.
Leveraging its unemotional, deadpan brand voice, No Name announced a nationwide sale “for saving,” plainly stating that its products can make a variety of delicious foods for less. As a result, sales tripled within a year, and the campaign has become an annual occurrence.
In-Store Signage
Bright yellow signs mirroring the brand’s signature packaging were displayed throughout Loblaws stores, underscoring the campaign’s value proposition at every turn.
Display Ads
Online banners echoed the in-store experience, prompting customers to experiment with featured products in new recipes.
Social Spots
Targeted at Loblaws’ higher-end shoppers, these spots showcase a range of savoury and sweet dishes, revealing only brief flashes of No Name’s yellow packaging until the very end.
Product Launch
A vodka that is as high in quality as it is low in cost may sound too good to be true. Accordingly, the creative direction behind this campaign leaned into the brand’s tone and voice to convey a perfect balance of candour and polish. The first wave of content highlighted the product’s purity, followed by a second wave that showcased its versatile uses.