No Frills to launch online Hauler-branded clothing shop to celebrate fans

No Frills to launch online Hauler-branded clothing shop to celebrate fans

Discount grocer No Frills will launch a new clothing line dubbed “Hauler” in a celebration of savvy, frugal shoppers on Monday.

The Loblaw Companies Ltd.-owned grocery brand is the latest retailer to offer limited-edition items for die-hard brand fans, following in the footsteps of McDonald’s onesies in a Big Mac burger print, Kentucky Fried Chicken pillow cases bearing Colonel Sanders’s face and Taco Bell bodysuits, saying things like “born saucy.”

The Hauler brand is a nod to how No Frills views its customers: individuals smart enough to know healthy, fresh food doesn’t have to cost more.

“It’s a cool way of celebrating these customers, and doing it with this No Frills swagger,” said Mary MacIssac, vice-president of marketing for Loblaw’s discount division.

There wasn’t a formal plan to create a clothing line, she said, but it was born from customers’ loyalty to their local No Frills shops and excitement around previous No Frills branded swag. The company has handed out boxers, scarves and other items during prior marketing events.

“They’re kind of wearing this as a badge of honour,” said MacIssac, adding the company picked up on this enthusiasm and started working hard to make the clothes available to its fans.

The Hauler Shop will start accepting online orders for two T-shirts on Monday, with a long-sleeved shirt and a sweatshirt in stock soon, and more items likely to appear later. A reusable yellow Hauler bag will also be available in limited quantities at the roughly 250 No Frills stores in Canada.

While no prices are visible yet on the website, MacIssac said the items won’t be priced to make a profit.

The online shop is part of a broader marketing campaign for the discount grocer, including a music video and original song. The chain’s been anonymously hyping the launch on social media, with a Hauler Instagram account that first posted in late April.

The publicity led to speculation about who is behind the label, with many guessing No Frills based on the yellow-and-black colour scheme, font and other clues scattered in posts.

Not everyone seemed happy about the apparent connection between the clothing and the grocer.

Parkdale Life, a blog about one of Toronto’s neighbourhoods, expressed some displeasure via its Instagram account, implying No Frills may be trying a bit too hard.

“No Frills, beloved, what is you doing,” it wrote in response to a post from the Haulhard Instagram account. “You were cool already just being you.”

About a year ago, Parkdale Life created and sold a number of T-shirts to mark the reopening of the neighbourhood’s local No Frills. It donated the proceeds to a food bank.

No Frills loves Parkdale Life, MacIssac said, though stopped short of addressing the group’s criticism.

The shop responds to what the chain’s customers are asking for, she said.

“This isn’t a corporate initiative where we’re pushing clothing out there. This is honestly, sincerely us responding to hundreds of thousands of asks to make some of this available.”

The clothes are limited quantity, she said, and the company will base any future plans on what customers may ask for.

Just Posted

WATCH: Rappelling down Red Deer’s Stantec Building a thrilling, scary experience

Advocate reporter chronicles his trip down the 13-storey buildling

Red Deer raises $60,000 for Make-A-Wish Foundation

27 brave residents rappell down Stantec Building

People hurt in rollover near Red Deer

Occupants of a vehicle that rolled south of Hwy 11A were airlifted… Continue reading

Eager-beaver cannabis entrepreneurs already waiting outside Red Deer City Hall

Appications will be accepted on a first-come basis starting on Tuesday

Like father like son: Red Deer area Dreeshen family dedicates life to public service

There are three jobs that could be considered the Dreeshen family business:… Continue reading

WATCH: Gazebo groundbreaking in Waskasoo

Fifty per cent of the $100,000 project is funded by a provincial government grant

Woman killed in collision near Olds

A woman is dead after a collision west of Olds Saturday afternoon.… Continue reading

Evacuation numbers remain at nearly 1,000 as B.C. wildfires rage on

SUMMERLAND, B.C. — Officials in British Columbia’s Okanagan region hope that fire… Continue reading

Survivors recount deadly Missouri duck boat sinking

BRANSON, Mo. — “Grab the baby!” Those were the last words Tia… Continue reading

HMCS St. John’s to return to Halifax after six-month deployment overseas

HALIFAX — The countdown is on for the homecoming of a Halifax-class… Continue reading

Trump says lawyer taping him may be ‘illegal’

BRIDGEWATER, N.J. — The Latest on President Donald Trump and his onetime… Continue reading

Spieth part of 3-way tie for British lead as Woods lurks

CARNOUSTIE, Scotland — Jordan Spieth has a share of the lead in… Continue reading

WWII hero’s lost Purple Heart returned to his family

NEW YORK — A lost Purple Heart medal has been returned to… Continue reading

California girl, 2, accidentally shot and killed by boy, 4

SAN BERNARDINO, Calif. — Authorities say a 4-year-old boy accidentally shot and… Continue reading

Most Read


Five-day delivery plus unlimited digital access for $185 for 260 issues (must live in delivery area to qualify) Unlimited Digital Access 99 cents for the first four weeks and then only $15 per month Five-day delivery plus unlimited digital access for $15 a month