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238:"Mr. No Name" by news headlines. While one competitor spoke critically of Nichol for spending so much on advertising, thereby increasing the costs associated with a discount product line, Nichol responded that Loblaw had simply redirected more of its promotional budget towards No Name. Four months after the launch, generic products across all Canadian grocery store shelves accounted for nearly 10 percent of supermarket sales. One year later, Loblaw had expanded its generic line-up to over a hundred items.
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conducted by media outlets. A 1982 product comparison ranked No Name windshield washer fluid among the top four of eight tested as all "equally excellent", while No Name disposable diapers came in a close second to
Dominion's generic label, beating out the national brands. A 1989 Toronto Star taste testing panel ranked No Name freshly roasted ground coffee fourth out of eleven different nationally available brands.
292:". Beyond gourmet items, there were also those of a more unusual, albeit still practical, nature such as the No Name raccoon-proof garbage pail, with steel handles that clamped to the sides of the container. But most No Name items continued to be everyday products, with the brand promoted as "a sensible solution to rising prices." By the end of the decade there were more than 1,800 No Name products available.
211:, with its own line of generic products, by 24 hours. Available at Loblaws' 135 stores across Ontario, full-page ads claimed that No Name offered the best value for money as a combination of price and quality – the result of cost controls associated with using standard instead of custom packaging and the efforts of its own "task force" in negotiating lower priced, bulk orders from suppliers.
27:
341:
419:, noting that these are "challenging times and you need real, no-nonsense ways to stretch your dollar". A later series of television commercials simply showed text on a yellow background with various promotional lines on how No Name "helps you save". One ad noted, "We don't have a single item under $ 2. We have 300." David Rosenberg, creative director for
410:
Pointing at the cart of "top selling no name products" and then the cart filled with "26 comparable national brands", Weston says the national brands cost $ 100.38 in its stores, while the No Name brands cost just $ 73.91. That's a savings of $ 26.46, he adds. (Based on average prices from May 25 to
401:
In 2009, Loblaws re-launched No Name, "the iconic brand and its unmistakable plain black printing on yellow packaging". New product packaging included a return to black
Helvetica lettering on a yellow background, along with some limited product illustration. Loblaws executive David Primorac said the
287:
Loblaw also expanded the line beyond basic grocery and household items in an apparent bid to appeal to a wider range of consumer tastes. Products such as No Name gourmet barbecue sauce, Dijon mustard, escargot and imported jams from France appeared on Loblaw shelves. In late 1983, "President’s Blend
237:
store, a deep discount, limited service and selection supermarket, with only 500 items, which featured No Name among its product selection. The opening proved a success and two more
Toronto area stores soon followed. Meanwhile, Nichol continued to heavily promote No Name on television and was dubbed
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But diving headlong into No-Name products, which have had only limited success in France and the United States, was Nichol’s idea. Grocery shoppers have snapped them up at a rate that has astonished even Nichol. In nine months, Loblaws has sold 15 million of them, which Nichol says is enough to make
206:
On March 21, 1978, Loblaw launched "No Name" with 16 generic or unbranded items in black and yellow packaging. It was initially promoted as "basic products in plain packaging at down-to-earth everyday low prices", No Name promised savings of between 10 and 40 percent over national brands. The launch
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took the position that the line’s product packaging wasn't doing enough to adequately distinguish relatively harmless cooking sprays from more dangerous cleaning products. During that same program, a Loblaw executive presented the company’s solution – a No Name spray canister with a red cap to
283:
noted that in spite of basic packaging and the reputation of generics as inferior, "Loblaws No Name line was, in fact, competing directly with national brands." The newspaper also commented that the heavy promotion of No Name by
Loblaws president Dave Nichol had helped boost the sale of generics in
223:
modelled No Name on
Produits Libres. Although Nichol made no guarantee that the product line would be continued beyond the initial launch, after two and a half weeks more than a million units had been sold. With suppliers trying to keep up with demand, and some products sold out, Nichol declared No
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In the 1990s, photography was increasingly incorporated as No Name packaging became more elaborate and less distinguishable from national brand products. Additional formats were also introduced, such as "No Name Club Pack" and promoted as "No
Membership Required" in order to compete with 'big box'
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By the mid-1980s, No Name had become the best selling brand in the country and had achieved such prominence in spite of being available only in Loblaw owned stores. Media reports attributed much of that success to Dave Nichol and his marketing efforts. "Under Nichol's supervision, the country's No
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In keeping with the generic nature of the product line, the original No Name packaging showed no branding – only text with a basic product description and name, such as "freshly ground coffee" or "fabric softener", on a solid background. Years later, a "No Name" registered trademark appeared.
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mimicking No Name's packaging and social media posts (with the former labelled "for going places"), and a television commercial taking place in a yellow kitchen with every item labeled in
Helvetica, and a mom and her children labelled and referred to as "Relatable Adult", "Adorable Child #1", and
426:
With tougher economic times, the company has refocused its attention on its "control label" program. According to vice president Paul Uys, "private brands are very important in a recession." Noting the company's renewed competitiveness, he described how some national brands were infringing on the
521:
in
Denmark; the Basalt stores closed after only seven months. Bank believes that Canadians will be more receptive to the concept because they are already used to visiting more than one store to fulfill their various grocery needs. He added that they will likely know within six months whether the
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With the increasing popularity of the
President's Choice brand through the 1980s and 1990s, attention and advertising dollars shifted to Loblaw's premium line. Nevertheless, the number and range of No Name products grew. The generic line also continued to do well in consumer affairs testing as
269:
Throughout the 1980s, Loblaw continued to promote No Name as a value-oriented alternative to higher priced, nationally advertised products. In 1981, Dave Nichol went on television with two grocery carts, one with a selection of No Name items and the other with comparable national brands, to
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company decided to bring back the original colour palette as something familiar to shoppers. "It's something recognizable and it's easy for consumers." Also, for the first time since the early 1990s, No Name television commercials were aired which showed
Loblaws Executive Chairman
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For five or six years I did nothing but go into people's living rooms and say, 'Here's one basket of national brands for $ 150, and here are the same products from no name for $ 100. If you don't like them, we'll give you the national brands
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company's own frozen rising-crust pizza sales. Loblaws switched its product from the President's Choice label to No Name, dropped the price by a dollar and gave it prominent display space. Sales subsequently rebounded.
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November. 22 in 922 Loblaws-owned stores, the company notes in fine-print.) He then removes any risk involved in switching by saying if you don't like the no name version, Loblaws will give you your money back.
514:, as well as a limited number of third-party brand products and select produce and bakery items, but unlike Loblaw's existing No Frills stores there will be no refrigerated goods like milk or fresh meat.
214:
The introduction of No Name, along with other generics, coincided with a period of rising inflation rates and consumer complaints regarding the high price of food. Two years earlier, French hypermarket
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I happened to come along at a time when the national brands had prostituted the quality of their products. It is so easy to produce products that are superior to almost every national brand.
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gourmet coffee", in the familiar black and yellow packaging, made its debut and sales proved so strong that the decision was made to create a separate, premium line of products called "
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By 1982, the number of No Name items had increased to some 500 different products and ranged from canned peas, to spaghetti sauce, to tooth paste and even windshield washer fluid. The
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In 2019, Loblaw launched a multi-platform advertising campaign for No Name, with a focus on its "Simple Check" branding for No Name products produced without ingredients such as
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Name products have become the largest-selling national brand in Canada, one of the few countries in the world where generic brands compete with well-known names", wrote
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Ontario the largest market in the world for unbranded products. And strangely enough, Loblaws shoppers seem to be developing a brand loyalty to these unbranded products.
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In the 1980s, No Name diverged from its original plain packaging as red lettering and various product illustrations were added. Meanwhile, a 1987 segment of the
423:, the Toronto agency which created the TV spots, commented that the ads were produced for a fraction of what a standard Canadian TV commercial costs.
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Since the launch of No Name in 1978, the generic line has expanded from the original 16 items to more than 2,900 different products.
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concept works in Canada, following which Loblaw will decide whether to proceed with an accelerated rollout or pivot to other ideas.
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The stores are based on a similar project that new Loblaw president Per Bank launched during his tenure with the
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the following month. These stores will feature shelf-stable and frozen items from the namesake product line and
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font, all lower case, on a bright yellow background, as a means of attracting the attention of shoppers.
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in a shopping cart comparison reminiscent of the Dave Nichol commercials of the early 1980s:
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unveiled Produits Libres, a line of 50 unbranded products. Loblaws Supermarkets president
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885:"Canada's 'No Name' brand brings its no-nonsense packaging to its largest campaign ever"
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While other generic lines presented their packaging as black on white, Toronto designer
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Canadian line of generic brand grocery and household products by the Loblaw Companies
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to open new No Name-branded hard discount grocery stores in the Ontario cities of
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Example of a No Name social media ad, showcasing the simple and humorous style.
1421:*Rights to these brands in the United States are owned by different companies.
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relating to No Name's own branding and the clichés of the platform, such as
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first products released in 1980 that eventually surpassed No Name in sales.
909:"No Name Advertisements Are Suddenly Popping Up All Over Toronto (PHOTOS)"
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445:, or artificial colours and flavouring. The campaign relies primarily on
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934:"No name brand's deadpan ad campaign takes over Toronto's Union Station"
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membership-based competitors who offered bulk items at reduced prices.
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300:. But according to Nichol, the big name brands were also vulnerable:
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No Name products are available in stores across Canada that include
859:"A new story about No Name's meta advertising (now on Instagram) -"
1015:"Loblaw piloting ultra-discount No Name grocery stores in Ontario"
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Strauss, Marina (March 21, 2009). "(Re)making a name in No Name".
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959:"Canada's 'No Name' brand launches its largest ad campaign ever"
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585:"Canadians suffer in silence, buy less as food prices rise",
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Name a "runaway success" that exceeded his own expectations:
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with generic statements ("a winner has won again"), Toronto
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985:"No Name says yes to largest campaign spend in 40 years"
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A few months after the launch, Loblaws opened the first
751:"Generic, private label diapers beat national brands",
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736:"No-name windshield washer fluid tops on our list",
618:"No guarantee that new labels will last a Loblaws",
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633:"'No name items a success' – Loblaws boss",
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787:. brandchannel. April 6, 2009. Archived from
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389:Learn how and when to remove this message
319:indicate potentially harmful contents.
657:The Japan-based unbranded multinational
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545:– similar products from other retailers
127:grocery and household products sold by
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671:"Will success kill no frills food?",
7:
706:"Generic game not all in the name",
570:"New! At Loblaws (advertisement)",
494:In August 2024, Loblaw announced a
350:contains text that is written in a
131:, Canada's largest food retailer.
415:Weston also made reference to the
270:demonstrate a 30 percent savings:
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242:Branding, packaging and promotion
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262:chose black, boldface text in a
34:
25:
1368:(Loblaws at Maple Leaf Gardens)
651:"He's Mr. No-name of Loblaws",
457:quips regarding its products ("
1374:(Dominion at Memorial Stadium)
1013:Saba, Rosa (August 22, 2024).
1:
1456:1978 establishments in Canada
207:beat rival supermarket chain
1446:George Weston Limited brands
40:No Name cheese rice crackers
883:Craft, Ethan (2019-09-30).
461:— can be consumed alone"),
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708:Financial Times of Canada
281:Financial Times of Canada
33:
24:
1269:Real Canadian Superstore
1264:Real Atlantic Superstore
176:Real Canadian Superstore
172:Real Atlantic Superstore
129:Loblaw Companies Limited
77:March 21, 1978
1378:Weston Centre (Toronto)
1306:Your Independent Grocer
447:self-referential humour
192:Your Independent Grocer
1183:George Weston Bakeries
538:Value brands in the UK
490:Branded grocery stores
438:
413:
310:CTV Television Network
306:
277:
254:
231:
118:
1399:National Supermarkets
1291:T & T Supermarket
1088:George Weston Limited
825:"What's in a name?",
723:George Weston Limited
486:"Adorable Child #2".
471:Primetime Emmy Awards
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408:
371:neutral point of view
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272:
249:
226:
1158:Food or drink brands
721:"Product pamphlet",
691:"Super market man",
543:White-label products
363:promotional language
284:all supermarkets.
1096:Corporate directors
983:Rody-Mantha, Bree.
940:. 30 September 2019
740:, February 13, 1982
459:Social tea biscuits
21:
1461:1978 introductions
1366:Maple Leaf Gardens
1326:President's Choice
1281:Shoppers Drug Mart
1019:The Canadian Press
829:, January 22, 2010
814:, January 16, 2009
770:, November 8, 1989
695:, November 3, 1986
655:, January 21, 1979
512:President's Choice
451:social media posts
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417:economic recession
365:and inappropriate
290:President's Choice
255:
180:Shoppers Drug Mart
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603:"Brand killers",
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1372:Memorial Stadium
1210:Loblaw Companies
1149:Barbara Stymiest
1104:Galen Weston Jr.
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1045:Official website
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915:. 8 October 2019
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1189:Interbake Foods
1175:Country Harvest
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1144:Christi Strauss
1134:Robert Prichard
1124:Sarabjit Marwah
1109:Paviter Binning
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1201:(Canada only)*
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1451:Store brands
1340:PC Financial
1199:Wonder Bread
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1129:Gordon Nixon
1022:. Retrieved
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967:. Retrieved
965:. 2019-09-30
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865:. 2021-08-17
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357:Please help
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1224:Extra Foods
913:Narcity.com
532:Yellow Pack
453:containing
315:Live It Up!
252:corned beef
221:Dave Nichol
144:Extra Foods
109:(styled as
1435:Categories
1394:Econo-Mart
1359:Properties
1350:PC Optimum
1335:PC Express
1254:Pharmaprix
1170:Brownberry
1024:August 22,
996:2019-10-12
969:2019-10-12
944:2019-10-12
919:2019-10-12
894:2019-10-12
869:2021-09-18
557:References
500:Brockville
379:April 2024
359:improve it
164:Pharmaprix
81:1978-03-21
74:Introduced
1345:PC Mobile
1316:Joe Fresh
1296:Valu-mart
1286:SuperValu
1249:No Frills
1234:Freshmart
963:adage.com
889:adage.com
693:Maclean's
298:Maclean's
264:Helvetica
235:No Frills
217:Carrefour
188:Valu-mart
184:SuperValu
160:No Frills
152:Freshmart
1404:SaveEasy
1229:Fortinos
1219:Dominion
550:Repo Man
526:See also
479:taxi cab
331:Relaunch
260:Don Watt
250:No Name
209:Dominion
148:Fortinos
140:Dominion
120:sans nom
111:no name®
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1387:Defunct
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1239:Loblaws
1194:No Name
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465:posts "
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168:Provigo
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481:with
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