No name® Cheeky Ad Campaign Gains a Cult Like Following
Loblaw companies has been a part of the Canadian landscape for over a century with their first store opening in 1918. Since that time, Loblaw has promoted lower prices and delivered quality products. In spite of their low-cost philosophy they nevertheless have endured price wars over the years and in 1978 during a particular price sensitive time, no name® brand was created.
Loblaw’s first foray into digital marketing began in 2019. This was a multi-platform effort with the use of Twitter, YouTube videos, website copy as well as a TikTok video.
Loblaw is a customer centric company and while ensuring that products are available and delivering a relevant and streamlined experience to the customer, Loblaw has fun and entertains their customer through their ads. The campaign content is delivered primarily through Twitter with tweets delivered a couple of times a week. Simple product descriptions do double duty to deliver humour in clever tweets. For a product named “dirt release”, the tweet reads “not a jug of dirt”.
A Buzzfeed post of 2015 titled “21 Of The Most Hilariously Honest “No Name” Products” pokes fun at the simplicity of the no name® products. Buzzfeed describes the product coffee whitener as “This coffee creamer that politely explains exactly what it does to the appearance of your coffee.” Loblaw in their witty fashion recently tweeted about this same product with the retort of “actually a beigener”, even making up their own word for added effect. In the same post Buzzfeed comments on no name® social tea biscuits with, “These biscuits that remind you how lonely you are.” The Loblaw tweet on the same product reads “can be consumed alone”. How clever. One would have to conclude that Loblaw is listening to their consumer and replying in kind.
The no name® Twitter account has garnered thousands of followers online with all tweets eliciting some feedback in comments, retweets and likes. Offline, Loblaw continues to enjoy that following. In the image below a customer, appreciative of Canadian uniqueness dons a no name® Halloween costume.
By conducting the greater part of the campaign on Twitter, Loblaw has the reach of a male audience with Twitter users being majority male, not only that, 80% of Twitter users are affluent millennials. Millennials is an important demographic for marketers to target; when people are starting families and shifting in habits that is an opportune time to catch their attention.
Loblaw has done an excellent job of promoting no name® in a fun and memorable way while reaching their target audience. Twitter seems to be a good platform to promote their product in the way that they are doing, with an active twitter feed that shows engagement with the audience, through timely and relevant content.