Canada – No Frills has launched a song and music video, A Cart Apart, to encourage social distancing in its supermarkets.
Created to encourage shoppers to follow guidelines on physical distancing measures, as well as grocery etiquette, the trap-style song hopes to re-ignite some joy around food shopping and educate No Frills’ customers. Integrating essential messaging such as ‘be patient in line’ and ‘wash your hands’, the campaign is fun, creative and accessible.
The supermarket chain has chosen to donate £0.60 (C$1 or €0.65) to President’s Choice Children's Charity to a maximum of £29,000 (C$50,000 or €32,580) for every stream of the song on YouTube, No Frills social media, Spotify and iHeartRadio.
As we explore in Beyond Product Placement, music videos can be an engaging and unconventional way for brands to re-energise their messaging and connect with consumers in new ways.