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Hannah Lee

WorkAboutShop

No Frills Hauler

No Frills, a Canadian discount supermarket, isn’t exactly known for having an enjoyable atmosphere to shop in: stripping away the decor—the “frills”—allows the grocer to offer the low prices that it does. The consequence was its low standing in customer experience and quality association. But saving money isn’t something to be ashamed of. So we turned getting more for less into a badge of honour and gave No Frills shoppers a new identity: Hauler.

Instead of acting like a typical discount grocer, we teased the campaign the way an artist would tease an album drop: with cryptic wildpostings and a line of streetwear that FADER magazine called “actually cool.” All this led to the release of a music video that redefined what it means to shop at No Frills.

Following the success of the original campaign, the second year of Haulers expanded the Haulerverse with a retro 8-bit video game as well as a 12-track album (featured on Jimmy Fallon!) about the joys of saving money on groceries.

  • D&AD 2019
    Graphite Pencil
  • Agency of the Year Awards 2019
    Campaign of the Year
  • Shopper Innovation Awards 2019
    Grand Prix
  • Applied Arts 2019
    Entire Design Program
    Promotional Items
    Typography Application
    Poster Series
  • Effie Awards 2019
    Gold Retail
  • Executive Design Director
    Mooren Bofill
  • Design Director
    Jacqueline Lane
  • Designers
    Hannah Lee
    Ming Mikaeo
  • Executive Creative Director
    Cher Campbell
  • Art Directors
    Caroline Friesen
    Kara Wark
  • Copywriters
    Robbie Percy
    Ryan Kukec

Other Projects

PC Children’s Charity

PC Children’s Charity

Branding a cause that feeds learning

PC Optimum

PC Optimum

A loyalty program that rewards your everyday

Designthinkers 2020

Designthinkers 2020

Great ideas make noise

Shoppers Drug Mart

Shoppers Drug Mart

Brand refresh for Canada’s largest pharmacy

Savannah Cannabis Co.

Savannah Cannabis Co.

Concept for a recreational cannabis brand

Boston Pizza

Boston Pizza

Making a place for people to gather ’round

Miscellaneous

Miscellaneous

Design and art direction for various projects

Hannah Lee

WorkAboutShop