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No Frills shoppers can earn rewards points in video game

Loblaw grocery banner builds on successful “Hauler” campaign

Russell Redman

May 13, 2019

2 Min Read
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Loblaw Cos.’ No Frills discount grocery chain is helping customers get game for the second year of its “Hauler” marketing campaign.

No Frills on Monday unveiled “Hauler: Aisles of Glory,” a retro 8-bit, 2-D animation video game that lets members of the PC Optimum loyalty program earn rewards points by playing.

The web-based game — which customers can play on a smartphone, tablet or desktop PC — focuses on the in-store shopping experience. Customers train for their next shopping trip by running through an animated No Frills store, collecting points for “hauling” groceries and avoiding “unnecessary frills and obstacles” not commonly found at grocery stores “like diamonds, limousines and expensive speed boats,” the Brampton, Ontario-based retailer said. The player dashes between the different sections of the store, going through produce, center store, bakery, meat and even outside into the parking lot.

After the “virtual haul” is complete and the game ends, players can enter their PC Optimum card number to claim a daily reward of 500 PC Optimum points. The game will continue to reward points until 50 million PC Optimum points cumulatively have been rewarded to Canadians, No Frills said.

“Aisles of Glory” is part of the latest No Frills marketing campaign, which got under way last week. Along with the video game, this year’s “Hauler” campaign includes a new commercial — touting the new slogan, “The best haulers aren’t born; they’re made” — plus community events at local stores and new merchandise on Haulershop.com that’s slated to roll out in June.

Related:Loblaw pilots more personalized advertising

The acclaimed “Hauler” campaign made its debut a year ago and champions No Frills shoppers as superheroes for buying groceries at the chain’s discounted prices. “Haulers” are defined as No Frills customers “who get a lot for a lot less.” Besides print advertising, last year’s marketing campaign spanned social, television, cinema and out-of-home media and included limited-edition merchandise sold on Haulershop.com, such as bright yellow “Hauler” T-shirts.

"Every major sport has a video game franchise, so why should hauling be any different?" Uwe Stueckmann, senior vice president of marketing at Loblaw Cos., asked in a statement. "The best haulers aren't born; they're made. This game is designed to let them practice before they head to No Frills for an epic haul."

Loblaw’s retail network includes more than 250 No Frills stores across Canada.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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