Shoppers Are Superheroes in This Canadian Grocer's Graphic Novel

Enter the Haulerverse!

There truly is something super about people who know how to dip into a grocery store, navigate the ever-changing aisles with zen master ease, commit to what they seek, coupon so powerfully that the cashier owes them money, and—bonus challenge—do it all with a grabby toddler attached to their bodies or carts.

Maybe that's why "Welcome to the Haulerverse"—a promotional graphic novel series for No Frills, a Canadian grocery store—feels so right.

Welcome to the Haulerverse

The limited digital series, available at in 10 weekly installments, features Meg the O.G. Hauler, Jeff the Budget Boss, Nia the Digital Deal Hunter, and Hank the Deal-Slinger. (Watch your back, Webtoon!) 

While you sadly can't commission one of them to do the shopping for you, a quiz indicates which Hauler you're most like (we drew Nia, natch). And a series of GIFs do this crazy animation justice, stoking the flames for online users who can't believe a grocery store would put out something this … extra. (Some that No Frill is known for.)

Hey. Somebody's got to target ads to that underserved tranche of extreme couponers who also really miss DragonballZ. Plus, there's something to be said for succumbing to the weird ways our minds are working in plague time. Let the creativity run amok! Better to try stuff than spend eight hours of precious existence ruminating over whether a single Instagram image is "on brand."

Angela Natividad
Angela Natividad is the European markets editor at Muse by Clio. She also writes about gaming and fashion, and whatever else she's interested in, really. She's based in Paris and North Italy, so if you're local, say hi. She might eat all your food.

Advertise With Us

Featured Clio Award Winner



The best in creativity delivered to your inbox every morning.