When No Frills created its “Haulers” campaign, it gave a slick persona to thrifty shoppers. To reward these enthusiastic bargain hunters, No Frills did what precisely no grocery chain would do: it created an 8-bit video game. Promoted during Raptors’ and Leaf’s playoff games, Haulers Aisles of Glory allowed customers to bop through a pixelated store – with shelves stocked with products like No Name Chickpeas and PC Decadent Chocolate Chip Cookies – collecting epic hauls of groceries as well as PC Optimum points. The results were as epic as a great haul: within one week, over 200,000 players competed to be crowned the “Ultimate Hauler” and 50 million PC Optimum points were earned in the first three days. But it wasn’t all fun and games. No Frills enjoyed a 4.1% increase in foot traffic and sales rose by 5.7% in 2018.