When Marketing Is Done Right: No Frills’ Haulin State of Mind

No Frills Released an Album on Vinyl

Those from Canada might be shocked to learn that No Frills released a 13 track hip hop album on vinyl. Those not from Canada might be shocked to learn No Frills is not a musical artist, but a Canadian discount grocery store chain.

This album was pressed onto a beautifully-fresh yellow 180 gram vinyl record with the full treatment when it comes to artwork and packaging. The record and the music are shockingly good.

This album should not be this good. But it is!

Each track is a properly produced hip song with… I don’t want to call them lyrics, but rather… retail poetry. Filled with brilliant references to the experience of shopping at this grocery store chain.

Even if you don’t love the songs (which would be surprising), most people would have to appreciate the clever references.

Haulin State of Mind released two separate pressings of the album which could be purchased exclusively from their merch store for a mere $20. In this day and age, for a vinyl record, that is truly no frills pricing. Also… what grocery store that you know of has a merch store?

As of publishing, this record is still available for purchase, however quantities are limited.

Check out the album here.

Jimmy Fallon Did Not Go Bananas for the Record

The album got additional exposure when it was featured on The Tonight Show with Jimmy Fallon with its inclusion in Fallon’s “Do Not Play List” segment.

It is likely the marketing agency behind the campaign or marketing team at No Frills sent the album to the Tonight Show as a marketing stunt. Jimmy unknowingly roasted the record he thought was from a “real” musician poking fun at everything from the album title to song lyrics.

If your curiosity is piqued checkout the album below and get ready to have grocery store themed songs top your playlist for a while.

This album release is a fascinating case study of a seemingly boring brand elevating their marketing by taking creative risks. A brand dedicated to discount groceries should in theory be boring and predictable.

That is what is so interesting about this grocery store chain and their private label brand No Name. Over the years they have evolved their branding to really poke fun at the plainness of their branding and private label brands in general.

It appears that No Frills has given carte blanche to their creative team that allows them to do these exact things. Releasing an album on vinyl seems like an insane idea for a grocery store. They did it, and it happens to be amazing.