Canada's No Frills gives gaming a try

Dive Brief:

Canadian discount grocer No Frills launched an 8-Bit video game associated with its loyalty program that allows users to score up to 500 points a day, Adweek reported.
Points earned in the game, called "Aisles of Glory," can be redeemed in real life. The promotion is part of No Frills' ongoing marketing campaign, Haulers, that emphasizes cost-saving shopping.
Toronto-based creative agency John St. helped design the game, and also created a physical arcade that will travel to different areas around Canada. A TV commercial titled "Haul or Nothing" will raise awareness of the game.

Dive Insight:

In the ongoing bid to keep consumers entertained with experience-related shopping pursuits, No Frills' latest video game-centered marketing efforts could be a big hit with the younger crowd. Gen Z, in particular, looks to social media to help make purchasing decisions and are the most influenced by creative app-based marketing campaigns.

Discount-driven shoppers of any demographic could experiment with the game to rack up redeemable points, giving a boost to brand loyalty and an increase in engagement with No Frills. While the video game on its own could attract some attention, incorporating points that translate to real-life savings will be the key incentive to entice shoppers to play.

No Frills is a major player in the Canadian discount supermarket space. Owned by Loblaw Companies, the hard discount chain has more than 200 franchise stores across nine Canadian provinces and continues to expand. Its limited line offerings keep costs low, and it carries a range of private labels including its No Name brand, alongside some national brands.

The brand is well-known for its creative marketing and social media savviness. As part of its Hauler campaign, No Frills even sells merchandise to its "Hauler" fans to cultivate community and brand identity.

"We only really have one guiding principle, and that’s don’t follow any of the rules when it comes to how a grocery store should behave," Cher Campbell, executive creative director at John St., said in a statement about the campaign.

Grocery companies haven't widely adopted gaming as a marketing tactic, though Giant made an attempt last year. Giant Food teamed up with Proctor & Gamble, Nestlé and Chobani as part of the inaugural season of the esports NBA 2K League team Wizards District Gaming. The collaboration included interactive live streams and live games on Twitch.