I’ve worked with the Relish team from the early stages of a creative idea through execution, and they’ve been a true partner every step of the way.
—Matthew Dewaal
Executive Producer, john st.
Hauler
Aisles of Glory
Web
In support of its viral Hauler campaign, No Frills’ AOR tapped Relish to come up with a disruptive and irreverent creative concept that would capture the imaginations of Millennials. So we created a digital activation that could scale to rival McDonald’s Monopoly and Tim Horton’s Roll Up the Rim sales promotions.
Outrageous 8-bit runner
So we built them an outrageous and addictive 8-bit runner where players can earn their share of 50 million PC Optimum Points up for grabs during a two-week annual campaign window. Users choose a ‘hauler’ character to run through No Frills stores while grabbing groceries and dodging ‘Frills’ like piles of diamonds and swan sculptures made of butter. The higher the score, the more PC Optimum Points users get.
Amazing KPIs
The inaugural campaign in 2019 earned a phenomenal ~4-minute session time, a 52% conversion rate, and resulted in the awarding of 25 million points in the first 24 hours post-launch.
Building on success
The game was such a runaway hit that No Frills doubled down and reinvested in Hauler: Aisles of Glory in the years since — adding more features, more PC Optimum Points, more prizes, and more ways to win. Subsequent campaigns have focused on building stronger ties to in-store purchases and have resulted in higher engagement, brand awareness, foot traffic, and sales.
Awards
2020 Strategy Marketing Awards
2020 Strategy Marketing Awards
2019 Media Innovation Awards
5:04
Avg session time in minutes
1.6M
Sessions
846k
Unique users
61%
Female users
5.7%
Increase in sales
4.1%
Increase in foot traffic
More Work
