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Home / Hill Street Goes Alcohol Free in January for Prostate Cancer

Hill Street Goes Alcohol Free in January for Prostate Cancer



The Hill Street Beverage Company challenged Canadians to go alcohol-free for the month of January, and in doing so demonstrated its ability to leverage effective marketing to achieve its business objectives.

The #HillStreetChallenge represented the Company's first fully-integrated marketing campaign, and capitalized on a growing trend to go "dry" for the month of January. It was designed to build awareness of the Hill Street brand amongst Canadians, help people understand the benefits of going alcohol-free, and ultimately drive consideration of the company's alcohol-free products.

"We created the Hill Street Challenge as a way to highlight some benefits of going alcohol-free, but decided to do that in a slightly outrageous way so people would sit-up and take notice" said David Pullara, Chief Marketing Officer at Hill Street, referring to the irreverent videos created as part of the campaign. "We've been working hard over the past year to get people to understand that giving up alcohol doesn't mean giving up drinking or even having a good time, and the outstanding results of this campaign demonstrate our efforts are having an impact."

The Hill Street Challenge was supported using a number of creative elements; video ads, digital and performance marketing assets, and radio partnerships with Zoomer Media, Humble & Fred Radio, and WhatSheSaid Talk Radio were all used to drive awareness of the Challenge.

The Hill Street Challenge also involved a contest component where people were asked to use social media to help one of Hill Street's not-for-profit medical research partners -- either Arthritis Society or Prostate Cancer Canada -- earn a $10,000 donation, resulting in over 800 social media posts. At the end of the campaign, Prostate Cancer Canada earned the $10,000 donation, but a $2,500 donation was also awarded to Arthritis Society for their efforts. Prostate Cancer Canada President and CEO Peter Coleridge was quick to praise the initiative. "We're thrilled to win the Hill Street Challenge," he said. "The initiative raised awareness for two important diseases affecting Canadians – prostate cancer and arthritis. Hill Street Beverage Company is an incredible partner and the gift resulting from our challenge win will allow us to continue to help Canadian families facing this disease through research, support services and education tools."

The Hill Street Challenge generated over 6 million impressions across social media, and over 2.1 million people viewed the video content. The click-through rate from the videos to the Hill Street Challenge landing page was 1.45%, almost seven times the North American average of 0.21%.1 This drove an 8,400% increase in web traffic versus the 30-days prior to the campaign's launch, with the majority of traffic coming from first-time visitors.

Hill Street's marketing is designed to build the Hill Street brand in advance of October, when cannabis-edibles are expected to become legal in Canada. The Company plans to introduce its cannabis-infused beverages under the Hill Street name, leveraging awareness of its alcohol-free adult beverages. A survey conducted in early February of 1,582 Canadians indicated a 300% increase in awareness of "Hill Street" amongst adults, and a 450% increase amongst millennials, over the past eight months.

About Hill Street Beverage Company Inc.
Hill Street Beverage Company is the world's most award-winning company exclusively focused on alcohol-free beer, wine, and adult format beverages. Hill Street's great-tasting products include Hill Street Craft Brewed Lager, Designated Draft alcohol-free beer, Vin(Zero) wines, and Vintense wines, and have won numerous medals and accolades including three Gold, two Silver, and two Bronze Medals at the U.S. Open Beer Championships, the Retail Council of Canada's Grand Prix award, and a prestigious Double Gold Medal at the San Francisco International Wine Challenge. Hill Street will also produce and sell cannabis-infused adult beverages as soon as the sale of cannabis edibles becomes legal in Canada, expected to occur by October 17, 2019. Hill Street has licensed a patented infusion technology from Lexaria Bioscience that allows cannabis to be infused into a beverage such that it mimics the onset and duration effects of alcohol with minimal impact on the taste, smell, or shelf-stability of the product. Check out Hill Street's award-winning line-up and order product to be delivered straight to your home at www.hillstreetbeverages.com.

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Haul or Nothing: No Frills Gets Animated with Video Game Launch



No Frills has done it again with the release of Hauler: Aisles of Glory™, a retro 8-bit 2D animation video game. A web-based game played in-browser on mobile, tablet and desktop, Hauler: Aisles of Glory is a key part of the new No Frills marketing campaign that launched on May 6th. Available in Canada, No Frills wants Canadians to get their virtual shopping carts ready for the ultimate Hauler™ experience and the opportunity to earn PC Optimum points in real life.

“Every major sport has a video game franchise, so why should hauling be any different?” says Uwe Stueckmann, SVP Marketing, Loblaw Companies. “Much like the best athletes, the best haulers aren’t born - they’re made through mental and physical preparedness. We wanted to demonstrate to the world what goes into an epic haul. After all, No Frills is the best place to purchase fresh quality groceries at a low price, and saving money isn’t celebrated enough.”

Based off the in-store shopping experience, Haulers will train for their next shopping trip by running through an 8-bit animated No Frills, collecting points for hauling groceries and avoiding unnecessary frills and obstacles not commonly found at grocery stores like diamonds, limousines, and expensive speed boats. The Hauler will dash seamlessly between the different sections of the store through produce, packaged goods, bakery, meat and even outside through the parking lot.

After the virtual haul is complete and gameplay ends, players can enter their PC Optimum card number to claim their daily reward of 500 PC Optimum points. The game will reward players until they have awarded 50,000,000 PC Optimum points cumulatively to Canadians.

To play the game, please click here to haul like you never have before.

In addition to the video game, the new No Frills Hauler campaign includes a new commercial, community events at local stores as well as new items on haulershop.com, which is slated to rollout in June.

About Loblaw Companies Limited
Loblaw Companies Limited is the nation’s largest retailer, providing Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, financial services, and wireless mobile products and services. Loblaw’s purpose – Live Life Well® – promotes the needs and wellbeing of Canadians, who make one billion transactions annually in the company’s stores. With more than 2,400 corporate, franchised and associate-owned locations, Loblaw, its franchisees, and associate-owners employ almost 200,000 full- and part-time employees, making it one of Canada's largest private sector employers.


TV + Game Credits

CLIENT
SVP Marketing: Uwe Stueckmann
VP Marketing: Mary MacIsaac
Director, Brand Marketing: Ashley McGill
Senior Brand Manager: David Becker
Brand Manager: Naveet Nanwa
Brand Specialist: Teresa Tornatore

AGENCY
Agency: john st.
Chief Creative Officer: Angus Tucker
Executive Creative Director: Cher Campbell
Copywriter: Robbie Percy
Art Director: Caroline Friesen
Executive Director, Design: Mooren Bofill
Design Director: Jacqueline Lane
Designer: Ming Mikaeo
Head of Production: Aimee DeParolis
Executive Producer (TV): Brittani Wilcox
Executive Producer (Game): Matthew DeWaal
Producer (Game): Summer Mitterhuber
Director of Creative Technology: Joshua Richards
Account Service: Nick Pigott, Lindsay Day, Kelly Brennan
Strategy: Megan Towers, Mario Ramirez Reyes

PRODUCTION + POST (TV)
Director: Ian Schwartz
Production Company: Radke Films
Executive Producers: Scott Mackenzie, Tony DiMarco
Line Producer: Rob Jacklin
Director of Photography: Albert Salas
Casting: Powerhouse
Editorial (Editor, Company): Graham Chisholm, Married to Giants
Colour (Colourist, Company): Clinton Homuth, Artjail
VFX / Online (Lead VFX Artist, Company): Sean Cochrane, The Vanity
Audio (Creative Director, Company): Didier Tovel, SNDWRx

PRODUCTION (Game)
Game Creative + Development: Relish Interactive
Producer: Colin Marson
Associate Producer: Phil Leuenberger
Creative Director: Justin Sadler
Game Design: Aaron Worrall
Art Director: Alyssa Munaretto
Illustration & Animation: Jesse Millest
Game Developers: Rocco Briganti, Cody Chartrand
Web Developer: David Blonski
Dev Ops Lead: Rick Mason
Lead Tester: Damien Rochon

Arcade Unit Fabrication: wonderMakr
President & Chief Innovation Officer: Mark Stewart
Chief Creative Technologist: Garrett Reynolds
Manager, Creative Technology: Jonathan Warren
Jr. Creative Technologist: Alec Mulder
Director, Digital Development: Chris Fairhurst
Technical Producer: Al Macrae
Senior Producer: Rasheed Hussain

Game Music: SNDWRx Ltd
Music Creative Director: Didier Tovel
Executive Producer: Alison Lawee
Engineer: Stephen Cullen

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