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Industry NewsNo Frills aims for ‘cheap chic’

No Frills aims for ‘cheap chic’

Thursday, May 11, 2017



No Frills has launched a new ad campaign that it hopes will “re-energize” the discount grocery banner. The campaign, which casts No Frills as a low-cost alternative for today’s shopper, is a response to the “renaissance” of discount retailers in Canada, and the rise of a “frugal-chic consumer” who sees discount shopping not as a compromise, but as a savvy choice, according to Uwe Stueckmann, senior vice-president of marketing for the chain’s parent, Loblaw Companies Ltd.

This trend has been fuelling a global growth in discount retail – even as household incomes have risen, according to a Globe and Mail report.

Click here to read the entire Globe and Mail article (subscribers only).

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