Aisles of Glory Legends of the haul: No Frills

Canada’s #1 discount grocery store, No Frills, is all about gaming the system to get the frill out of customers’ bills.

That’s why we created the world’s first 8-bit video game about grocery shopping, compatible with the world’s first video game controller made of bananas – the Frill Blaster Pro.

The two-week digital experience and in-store promotion merged IRL and IVL worlds to drive repeat game play and purchase, engaging shoppers 1:1 online and offline.

Codes in-store unlocked more in-game like character skins, power-ups, and free groceries.

The stakes were high, but also in the meat aisle, and Aisles of Glory: Legends of the Haul surpassed all campaign metrics and sales goals.

One Show 2022 Shortlist

"No Frills: Frill Blaster Pro"

Marketing Awards 2022

"No Frills: Frill Blaster Pro"

SILVER - Best in Collateral