In the midst of toilet paper hoarding and empty grocery shelves, No Frills had to remind their customers that hauling isn't hoarding, and to keep their distance while in stores.
So instead of shouting our safety message on broadcast or with signage that often gets overlooked, we reminded haulers in a way that they could resonate with - an ear-worm track that could be played in store and on their phones while hauling, and was appropriately named after the length that No Frills grocery carts are, A Cart Apart was born. With all the positive response the track had from media and haulers alike, we decided to take it a step further by releasing an original album using Canadian rappers that was 36 minutes long - the exact time the average hauler spends in store.