Canadian grocer Loblaw has maintained its yellow and black, stripped down “No Name” private brand since its inception in 1978, and this fall embraced it’s almost ironic, odd appeal with a major advertising campaign that included TV, out-of-home and social media. Well, this holiday, Loblaw added to that effort by joining TikTok.
Store Brandsrecently blogged about the TikTok phenomenon and whether or not private brands could use the social tool to reach younger consumers (recent studies say they’re all in on private label). Loblaw has answered that question with its @no.namebrands account, a brand that with its humorous appeal fits perfectly with the goofiness of TikTok.
The video was called “festive song for tik tok,” and simply blares that No Name yellow and black color scheme and a rotating image of various No Name products all set to a singular, toy piano beat of “12 Days of Christmas.” The account has only garnered 523 followers so far and the video got more than 1,500 likes, so it’s not blowing away the TikTok universe, but it is an example of the tool being used to extend the brand’s likability and to expand on the recent, bigger campaign.
An ad from recent No Name campaign
The recent campaign was said to be the brand’s largest since the 1970s and at the core was to present its new Simple Check logo that was being applied to packages of No Name products made from more natural ingredients. Here’s a TV spot. The humor in it is similar to TikTok content, as well as the No Name Twitter account, outdoor billboards and even press releases.
It’s almost as if the No Name store brand has embraced its bare, dusty nature, one that was created practically devoid of branding, and now has pivoted toward a younger, social media-consuming consumer who can connect to it in a more ironic way.
If that’s the case, Brampton, Ontario-based Loblaw Cos. Ltd., certainly has more cheeky ads and social media content on the way behind its No Name private brand.