Loblaw is encouraging customers to save without sacrificing in a new marketing push for the grocery retailer’s once iconic No Name products.
The line is more prominently positioned on store shelves and in flyers, and is the focus of a new TV campaign from the grocer’s creative agency Bensimon Byrne in Toronto.
The spot features the now familiar face of Loblaw executive chair and spokesperson Galen Weston positioned between two full grocery carts telling audiences that these are “challenging times and you need real, no-nonsense ways to stretch your dollar.”
One cart is filled with No Name products while the other contains 26 national brand counterparts. According to Weston, the national brands cost $100.38, while the no name brands cost just $73.91.
“What we’re striving for is a national brand comparison against an economic original powerhouse brand, which is No Name,” said David Primorac, senior director, public relations, Loblaw Companies Limited. “Consumers are more conscious of what they’re spending or how they’re spending, they don’t necessarily need to cutback in the sense that they can look for an equivalent product where they’re getting just as good quality for a lower price.”
In addition to the TV effort, two carts similar to the ones in the ad have been placed in the entrances of Loblaw’s stores across the country. One contains no name brands, while the other is filled with equivalent national brand products. A sign communicating the cost of each cart, and the amount of savings, sits between the two.
“It’s like you’re bringing the commercial to life,” said Primorac. “It gives customers a chance to go up to the shopping carts, see what’s in it, see what the national brand comparison is, and get a good visual of what the program is about.”
The line is also back to its original black-on-yellow packaging, designed to help customers quickly and easily identify the products on the shelf.
“We wanted to go back to a packaging that would stand out on the shelf, be a quick indication of the brand, and what the product is,” said Primorac. “For a quick glance, you’ll know exactly what you’re getting.”
Originally introduced in 1978 with just 16 products, No Name now offers over 2,600 products, which will all be back to the black and yellow packaging by the end of 2009.
